“We Take Air Under Our Wings” – Agreement Signed for the Implementation of the Educational and Information Campaign

4 July 2025, a ceremonial signing of the contract for the implementation of the second edition of the educational and information campaign “We Take Air Under Our Wings” took place at the Marshal’s Office of the Silesian Voivodeship in Katowice. This marks the next stage of Europe’s largest integrated LIFE project on air quality – “Silesia. Blue Sky Restored” – Comprehensive Implementation of the Air Quality Plan for the Silesian Voivodeship, with a total value of €16,515,020.

The contract was signed by:
• Representing the contracting authority, the Silesian Voivodeship: Joanna Bojczuk and Rafał Adamczyk, Members of the Board of the Silesian Voivodeship
• Representing the contractor, Aplan Media Sp. z o.o.: Michał Wasilewski, President of the Management Board

During the event, the significance of the project and its role in the environmental transformation of the region were highlighted.

“Today’s contract signing is much more than a formality. It’s a symbolic moment confirming our determination to pursue a shared vision of a cleaner, healthier Silesia. For decades, our region developed through industry – but today, that same region aims to be a leader of the green transition. Through the ‘Silesia. Blue Sky Restored’ project and the ‘We Take Air Under Our Wings’ campaign, we are turning ambitious strategies into tangible actions – close to people, visible in every municipality, accessible to every resident. Education is the key – it’s a path to raising awareness and building a community around issues that truly matter. We want to be present where life happens: in schools, at bus stops, on social media, at local festivals. That’s where the future of our air quality is being shaped. And that is why today’s agreement is so important,” said Joanna Bojczuk, Member of the Board of the Silesian Voivodeship.

Leaders of Green Change

The Silesian Voivodeship has long struggled with the problem of air pollution. Thanks to the joint efforts of local governments and residents, as well as the implementation of the Air Quality Plan and the anti-smog resolution, the region is gradually changing its image. These efforts have been recognised with the titles of Leader of Energy Transition and Innovator awarded by WPROST magazine.

The project brings together 84 partners, including 74 municipalities and cities in the Silesian region, which actively implement local anti-smog measures. A key element of the project is the network of municipal eco-managers, who have already provided nearly 280,000 consultations, supported the preparation of over 9,500 grant applications worth a total of PLN 132 million, organised more than 4,000 educational events and reached nearly half a million residents.

Summary of the First Edition

The first edition of the campaign, conducted in 2023–2024, demonstrated how effectively ecological education can be combined with modern communication tools. The campaign reached nearly two million residents of the region, and the total number of impressions (OTS – opportunity to see) exceeded 10 million.

A wide range of educational materials was produced – from films and animations to podcasts and guides. Five educational films generated over 736,000 views, and three animations exceeded 212,000. A particular highlight was the series of 18 videocasts, which garnered over 1.3 million views in total. These materials were distributed to schools and to the general public through online platforms, traditional media and social media.

The campaign also had a strong formal education component – methodological guides for teachers were sent to over 3,500 primary and secondary schools. In parallel, six brochures presenting best practices implemented by municipalities and local communities were developed.

A visible presence in public spaces was another important aspect – both through traditional and digital formats. Radio spots, banners, citylights, tram advertisements and LED screens in 20 cities ensured continuous visibility. The digital outreach included social media, banner campaigns on 30 websites, and influencer collaborations.

Direct activities included outdoor events and exhibitions – such as a photography exhibition showcasing the region’s most inspiring green investments, presented in multiple cities. Innovative engagement was also part of the mix – the interactive online game “Blue Heroes” served as an attractive educational tool for children and youth. Symbolically, the campaign culminated in the planting of one thousand trees – living monuments to collective efforts for clean air.

The first edition not only demonstrated the scale of potential but also confirmed the great need for such initiatives. The second edition – as announced – will be even more dynamic, far-reaching and embedded in the everyday lives of residents.

Second Edition – New Energy, New Challenges

The second edition of “We Take Air Under Our Wings” officially launched on 4 July. It continues a broad campaign that over the past two years has reached nearly all municipalities in the region and millions of residents. The new phase will focus more on consolidating pro-environmental habits, supporting local educational efforts, and helping implement the anti-smog resolution and the Air Quality Plan for the Silesian Voivodeship.

The campaign will be present not only in the media but above all in people’s everyday lives – in schools, preschools, libraries, at festivals, bus stops, on phones and social media. Organisers aim to tailor activities to different age and social groups – from young children to seniors, from families to local businesses and public institutions. Like the previous edition, it will include films, animations, podcasts, outdoor events, educational materials, competitions, and a strong public presence.

The network of eco-managers will continue to play a vital role – these local specialists advise residents, help replace heating systems, support grant procedures and initiate local action. They are on the front lines of implementing the project’s goals and ensuring the long-term effects of Silesia’s ecological transformation.

As the Voivodeship Board emphasises, the second edition of the campaign is more than just an awareness drive – it is an invitation to collective action. Because clean air is not only a goal – it is a right that requires the involvement of all: residents, governments, institutions, media and local partners.

“It is also worth highlighting that ‘Silesia. Blue Sky Restored’ is the largest initiative of its kind in the European Union, with a budget of over €16 million. But its true power lies not in the numbers – but in the people: in the residents, the local authorities, and the partnerships we’ve built. ‘We Take Air Under Our Wings’ means real, educational, promotional and information activities – for children, youth, adults, seniors, companies and institutions. It supports the implementation of the anti-smog resolution and the Air Quality Plan – through the work of our eco-managers, who have become true ambassadors of green change. With this second edition, we don’t want to just repeat the success of the first – we want to go further: strengthen good habits, raise awareness and inspire action. Clean air is not a luxury – it’s our common right. And we, as the Regional Government, will do everything we can to make that right a reality for every resident of Silesia,” said Rafał Adamczyk, Member of the Board of the Silesian Voivodeship.

The first edition of the campaign was developed and implemented by the Silesian Voivodeship with the strong support of the Aplan Media agency, without which such a wide range of activities would not have been possible.

The signing of the agreement with Aplan Media for a further 2.5 years guarantees a creative and effective partnership for clean air and a better quality of life in the Silesian region.

“Delivering the second edition of ‘We Take Air Under Our Wings’ is both a great honour and responsibility for us. We had the pleasure of co-creating the first campaign with the Silesian Voivodeship and we’re excited to continue this collaboration. We are fully aware that we are facing one of the most important communication challenges in Poland – reaching the residents of an entire region with reliable, engaging and modern ecological education. Our goal is not just to inform, but to encourage action – to show that each of us can influence the quality of the air we breathe. We want the campaign to be present wherever it truly reaches people: in schools, online, at bus stops, during local events, and of course on social media. As always, we strive for excellence, creativity, and attention-grabbing content. We’re looking forward to recording new episodes of the campaign’s web series – including our beloved blue parrot mascot – and organising events for children and adults alike. We’ve got exciting new ideas and surprises in store! Thank you for your trust – we are more motivated than ever to continue working on this unique project,” said Michał Wasilewski, President of Aplan Media Sp. z o.o.

The signing of the contract for the second edition of “We Take Air Under Our Wings” is another milestone on the road to cleaner air and a better quality of life in the Silesian region. Thanks to collaboration between local governments, experts and residents, real change is possible – visible in schools, municipalities and public spaces. The Silesian Voivodeship is not just talking about transformation – it is making it happen.