To help reduce air pollution in the nations capital, Transport for London were going to introduce the Ultra Low Emission zone. While a critical measure to help reduce the amount of particles and pollutants in the air, it was highly controversial with many drivers unhappy about its introduction.

The strategic unlock: Many Londoners simply accept that pollution comes as part and parcel with living in a big city and that its a price worth paying. However, when framed through the lens of children having to breath harmful toxins a change in mindset takes place.