Our research indicated that images that are 'understandable' are likely to be shared widely. Although stylised, the message in this image is clear: the trail left behind by this urban runner is the 'invisible' pollution made visible by the light mask.
WHAT IT SHOWS: Personal trainer Ivan Tovilović runs while wearing a face mask lit up with current air quality readings in Belgrade’s Ada Ciganlija park. Part of the Unmask My City air pollution campaign, the mask changes colour dynamically according to local air pollution levels, with the colours matching Air Quality Index standards for PM2.5 particulates. Here it glows yellow and orange during a long exposure photo, showing pollution is more double to four-times World Health Organization standards for healthy air.