The ad invites viewers to walk, bike and take public transit to help reduce harmful automobile emissions that pollute the air. By altering the recognizable image of a car's air freshener, the ad immediately draws the attention of the audience and addresses the effects of car exhaust on air quality and the environment. The call-to-action also invites viewers to visit a Web site for more information on the One-Tonne Challenge, an initiative with the goal of reducing harmful greenhouse gas emissions by one tonne per person, per year.

The ad was strategically placed in outdoor media to reach people on their way to and from work and to deepen the connection between the use of public transit and the quality of our air. The simplicity necessary for effective outdoor advertising supports the straightforward message.