大気汚染が健康被害につながる。この事実を耳にしたことがある人は多いのではないだろうか。実際、2025年1月に発生したアメリカ・ロサンゼルスの山火事では、発生した大気汚染物の微小粒子状物質（PM2.5）が遠く離れた場所まで運ばれ、吸い込んだ人の肺や血管にダメージを与えたという（※1）。また環境問題に関する意識調査では、「地球温暖化・気候変動問題（CO2の増加）」に次いで、「大気汚染」が2番目に想起される問題であることが明らかになっている（※2）。大気中の汚染物質が雨水に溶ければ酸性雨となり、森林を枯らし、生態系の破壊に繋がるなど（※3）、大気汚染が人間の健康だけでなく自然環境にも影響を及ぼすことは、多くの人が理解しているだろう。しかし、日常生活の中で「今日は天気がよい」「昨日よりも肌寒い」と感じるのと同じように、「今日は空気がきれいだ」「昨日は空気が霞んでいた」と意識している人はどれほどいるだろうか。大気汚染は目に見えにくく、実感しづらい問題であるため、多くの人がその深刻さを忘れがちだ。そんな中、Netflixの新たな広告が「空気の質」の大切さを可視化する試みとして話題になっている。イギリスを舞台にしたドラマ『Toxic Town』の広告だ。屋外スクリーンに映し出されたこの広告は、空気が澄んでいるときははっきりと映るが、大気質が悪化すると文字や出演者の姿が霞み、最終的には煙に包まれたように真っ白になってしまう。そして、画面には「この広告が見えないのは、現在の大気質が悪いためです」と表示されるのだ。%3Cblockquote%20class%3D%22instagram-media%22%20data-instgrm-permalink%3D%22https%3A%2F%2Fwww.instagram.com%2Freel%2FDGxqh2Ti0E3%2F%3Futm_source%3Dig_embed%26amp%3Butm_campaign%3Dloading%22%20data-instgrm-version%3D%2214%22%20style%3D%22%20background%3A%23FFF%3B%20border%3A0%3B%20border-radius%3A3px%3B%20box-shadow%3A0%200%201px%200%20rgba(0%2C0%2C0%2C0.5)%2C0%201px%2010px%200%20rgba(0%2C0%2C0%2C0.15)%3B%20margin%3A%201px%3B%20max-width%3A540px%3B%20min-width%3A326px%3B%20padding%3A0%3B%20width%3A99.375%25%3B%20width%3A-webkit-calc(100%25%20-%202px)%3B%20width%3Acalc(100%25%20-%202px)%3B%22%3E%3Cdiv%20style%3D%22padding%3A16px%3B%22%3E%20%3Ca%20href%3D%22https%3A%2F%2Fwww.instagram.com%2Freel%2FDGxqh2Ti0E3%2F%3Futm_source%3Dig_embed%26amp%3Butm_campaign%3Dloading%22%20style%3D%22%20background%3A%23FFFFFF%3B%20line-height%3A0%3B%20padding%3A0%200%3B%20text-align%3Acenter%3B%20text-decoration%3Anone%3B%20width%3A100%25%3B%22%20target%3D%22_blank%22%3E%20%3Cdiv%20style%3D%22%20display%3A%20flex%3B%20flex-direction%3A%20row%3B%20align-items%3A%20center%3B%22%3E%20%3Cdiv%20style%3D%22background-color%3A%20%23F4F4F4%3B%20border-radius%3A%2050%25%3B%20flex-grow%3A%200%3B%20height%3A%2040px%3B%20margin-right%3A%2014px%3B%20width%3A%2040px%3B%22%3E%3C%2Fdiv%3E%20%3Cdiv%20style%3D%22display%3A%20flex%3B%20flex-direction%3A%20column%3B%20flex-grow%3A%201%3B%20justify-content%3A%20center%3B%22%3E%20%3Cdiv%20style%3D%22%20background-color%3A%20%23F4F4F4%3B%20border-radius%3A%204px%3B%20flex-grow%3A%200%3B%20height%3A%2014px%3B%20margin-bottom%3A%206px%3B%20width%3A%20100px%3B%22%3E%3C%2Fdiv%3E%20%3Cdiv%20style%3D%22%20background-color%3A%20%23F4F4F4%3B%20border-radius%3A%204px%3B%20flex-grow%3A%200%3B%20height%3A%2014px%3B%20width%3A%2060px%3B%22%3E%3C%2Fdiv%3E%3C%2Fdiv%3E%3C%2Fdiv%3E%3Cdiv%20style%3D%22padding%3A%2019%25%200%3B%22%3E%3C%2Fdiv%3E%20%3Cdiv%20style%3D%22display%3Ablock%3B%20height%3A50px%3B%20margin%3A0%20auto%2012px%3B%20width%3A50px%3B%22%3E%3Csvg%20width%3D%2250px%22%20height%3D%2250px%22%20viewBox%3D%220%200%2060%2060%22%20version%3D%221.1%22%20xmlns%3D%22https%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20xmlns%3Axlink%3D%22https%3A%2F%2Fwww.w3.org%2F1999%2Fxlink%22%3E%3Cg%20stroke%3D%22none%22%20stroke-width%3D%221%22%20fill%3D%22none%22%20fill-rule%3D%22evenodd%22%3E%3Cg%20transform%3D%22translate(-511.000000%2C%20-20.000000)%22%20fill%3D%22%23000000%22%3E%3Cg%3E%3Cpath%20d%3D%22M556.869%2C30.41%20C554.814%2C30.41%20553.148%2C32.076%20553.148%2C34.131%20C553.148%2C36.186%20554.814%2C37.852%20556.869%2C37.852%20C558.924%2C37.852%20560.59%2C36.186%20560.59%2C34.131%20C560.59%2C32.076%20558.924%2C30.41%20556.869%2C30.41%20M541%2C60.657%20C535.114%2C60.657%20530.342%2C55.887%20530.342%2C50%20C530.342%2C44.114%20535.114%2C39.342%20541%2C39.342%20C546.887%2C39.342%20551.658%2C44.114%20551.658%2C50%20C551.658%2C55.887%20546.887%2C60.657%20541%2C60.657%20M541%2C33.886%20C532.1%2C33.886%20524.886%2C41.1%20524.886%2C50%20C524.886%2C58.899%20532.1%2C66.113%20541%2C66.113%20C549.9%2C66.113%20557.115%2C58.899%20557.115%2C50%20C557.115%2C41.1%20549.9%2C33.886%20541%2C33.886%20M565.378%2C62.101%20C565.244%2C65.022%20564.756%2C66.606%20564.346%2C67.663%20C563.803%2C69.06%20563.154%2C70.057%20562.106%2C71.106%20C561.058%2C72.155%20560.06%2C72.803%20558.662%2C73.347%20C557.607%2C73.757%20556.021%2C74.244%20553.102%2C74.378%20C549.944%2C74.521%20548.997%2C74.552%20541%2C74.552%20C533.003%2C74.552%20532.056%2C74.521%20528.898%2C74.378%20C525.979%2C74.244%20524.393%2C73.757%20523.338%2C73.347%20C521.94%2C72.803%20520.942%2C72.155%20519.894%2C71.106%20C518.846%2C70.057%20518.197%2C69.06%20517.654%2C67.663%20C517.244%2C66.606%20516.755%2C65.022%20516.623%2C62.101%20C516.479%2C58.943%20516.448%2C57.996%20516.448%2C50%20C516.448%2C42.003%20516.479%2C41.056%20516.623%2C37.899%20C516.755%2C34.978%20517.244%2C33.391%20517.654%2C32.338%20C518.197%2C30.938%20518.846%2C29.942%20519.894%2C28.894%20C520.942%2C27.846%20521.94%2C27.196%20523.338%2C26.654%20C524.393%2C26.244%20525.979%2C25.756%20528.898%2C25.623%20C532.057%2C25.479%20533.004%2C25.448%20541%2C25.448%20C548.997%2C25.448%20549.943%2C25.479%20553.102%2C25.623%20C556.021%2C25.756%20557.607%2C26.244%20558.662%2C26.654%20C560.06%2C27.196%20561.058%2C27.846%20562.106%2C28.894%20C563.154%2C29.942%20563.803%2C30.938%20564.346%2C32.338%20C564.756%2C33.391%20565.244%2C34.978%20565.378%2C37.899%20C565.522%2C41.056%20565.552%2C42.003%20565.552%2C50%20C565.552%2C57.996%20565.522%2C58.943%20565.378%2C62.101%20M570.82%2C37.631%20C570.674%2C34.438%20570.167%2C32.258%20569.425%2C30.349%20C568.659%2C28.377%20567.633%2C26.702%20565.965%2C25.035%20C564.297%2C23.368%20562.623%2C22.342%20560.652%2C21.575%20C558.743%2C20.834%20556.562%2C20.326%20553.369%2C20.18%20C550.169%2C20.033%20549.148%2C20%20541%2C20%20C532.853%2C20%20531.831%2C20.033%20528.631%2C20.18%20C5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、天気予報サイトAccuWeather Data Suiteのリアルタイムでの大気質データを活用。現在、ロンドンやリバプールなど、イギリス国内の4都市で展開されており、広告の設置場所によって見え方が異なる点も注目を集めている。『Toxic Town』は、2025年2月末より配信が開始された新シリーズで、1980年代～90年代にかけてイギリスの町・コービーで実際に発生した、同国最大級の環境汚染事件を題材にしたものだ。この事件は、大気中の有毒廃棄物と先天性欠損症との関連性を立証した最初の事件としても知られている。広告は、新ドラマを告知する目的で設置されたものでありながら、大気質が悪ければ、そのメッセージ自体が伝わらない仕掛けになっている。この大胆な手法によって、多くの人々の注目を集め、実際に立ち止まって広告を眺める人が増えたほか、多数のメディアで事件の詳細と共に報道され、空気の質について考えるきっかけを提供している。ミニシリーズの制作者であるジャック・ソーン氏は、英メディア・Campaignに対し「この広告が大気汚染の重要性を強調し、地元地域の大気質に関するより多くの情報を一般の人々に提供する一助となることを願っています」とコメントしている。大気汚染は、熱波や豪雨とは異なり、身体感覚や視覚情報から直感的に気づくことが難しい問題だ。その深刻さを伝えるドラマそのものにも、大きなインパクトがあるだろう。ただし番組内にとどまらず、変わりゆく現実を街中でありありと映し出した今回の広告は、作品のメッセージを人々の「感覚」にまで届ける役割を担ったのではないだろうか。※1 ＬＡ山火事で広がる大気汚染、遠方で健康被害の恐れも※2 第8回サステナブルな社会の実現に関する消費者意識調査｜ボストン コンサルティング グループ※3 大気汚染が引き起こす問題｜環境省【参照サイト】Netflix posters will reflect real-time pollution to promote Toxic Town series‘He was born navy blue’: Real-life stories behind Toxic Town Netflix series｜BBC2025/3/26IDEAS FOR GOOD[原文はこちら]IDEAS FOR GOOD は社会を「もっと」よくするアイデアを集めたウェブメディアです。最先端のテクノロジーから、思わず「なるほど！」と言いたくなる秀逸なデザインや広告、政府の大胆な取り組みにいたるまで、世界中に散らばる素敵なアイデアをお届けします。