Toyota has set an aggressive environmental management target — to eliminate almost all carbon emissions from its new vehicles, production and plants by 2050 — and plans in large part to achieve this goal by increasing sales of its fuel cell vehicles.
The automaker, along with Honda, Shell and other transportation and energy giants, has also pledged to invest $1.5 billion a year in hydrogen and fuel cell products and has been a leader in advancing what it calls the “hydrogen society.”
So how better to market these zero-emissions cars than with billboards that actually clean the air?
Toyota today said the upcoming billboard campaign in California for its Mirai fuel-cell car will employ technology that scrubs nitrogen dioxide (NOx) emissions — a key ingredient in acid rain and smog — from the air.
This “catalytic converter” of billboards uses a titanium dioxide coated vinyl. When oxygen reacts with the energized titanium dioxide catalyst, NOx is converted to nitrate and removed from the air. The light-activated, smog-reducing billboards continue to purify the air as long as light, humidity, airflow and the titanium dioxide coating are present.
The Toyota Mirai billboard campaign, in coordination with Clear Channel Outdoor Americas, will run from April 3 through May 28. Thirty-seven billboards in Los Angeles and San Francisco will create 24,960 square feet of pollution scrubbing surface and reverse the equivalent of 5,285 vehicles worth of NOx emissions per month, Toyota says.
“This new campaign delivers Toyota Mirai’s ‘vehicle of change’ message on a medium that lives up to that promise,” said Mark Angelacos, advanced technology general manager, Toyota Motor North America, in a statement.
PURETi Group developed the titanium dioxide coating technology used on the billboards, and Clear Channel Outdoor Americas has exclusive usage rights in the outdoor advertising category. Toyota’s billboard campaign is a US first for the use of this technology on an out-of-home media campaign, said Gene Leehan, executive vice president and senior regional president, Clear Channel Outdoor Americas.