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Air Quality Communication
Starts with People:
A Sidekick Blog
Follow Sidekick’s work with Breathe Cities, C40,
and the Bangkok Metropolitan Administration as we use behaviour change research
to understand how Bangkok residents experience PM2.5
— and how communication can better support cleaner air action.
8 May 2026
One thing people seemed to really connect with during the Better Air Quality (BAQ) Conference session was the moodboards.
For me, this was quite interesting because the moodboards helped make the link between exposure and communication style much easier to see.
People who experience PM2.5 differently also live differently. Their work, commute, health concerns, family responsibilities, and ability to avoid dust are not the same.
And because their daily lives are different, the kind of content that feels relevant to them is different too.
Some groups liked things that felt bold, direct, and real.
Some preferred something softer, cleaner, and more lifestyle-led.
Some needed more structure, more explanation, or a stronger expert feel.
So the moodboards were not just “design references” for us.
They helped us think more clearly about what each group would actually stop and look at — what feels familiar, what feels useful, and what might feel too formal, too soft, or just not really made for them.
You can find our presentation and other BAQ session presentations here: https://lnkd.in/gmTPuc_Y
Development Asia
29 Apr 2026
Yesterday, SideKick had the opportunity to present our air quality communication research findings with BMA, together with teams from the Public Relations Department, Environment Department, Health Department, and the Bangkok Governor’s Advisor and Sustainability Executive, Mr. Pornphrom Vikitsreth.
It was a really positive and encouraging conversation.
The main idea we shared was simple: people in Bangkok experience PM2.5 differently.
Some people are exposed to dust every day through their work, commute, health conditions, age, family responsibilities, or where they live. Others have more flexibility to avoid exposure, access information, or protect themselves.
So when we think about clean air communication, the question is not only what information should be shared, but also who needs support first, what kind of message makes sense to them, and how existing BMA services and measures can become easier to find, understand, and use.
What felt especially encouraging was the openness in the room.
BMA showed strong interest in taking the findings forward and working together on a more people-centred pilot — one that builds on existing services, reaches different groups in ways that fit their lives, and creates space for learning across departments.
For us, this is a very exciting next step.
Research is only meaningful when it helps move things forward. And this feels like the beginning of a practical, collaborative process to turn insight into action for cleaner air in Bangkok.
Action meeting coming soon.
Thank you Breathe Cities Nuttawut Teachatanawat
#CleanAir #PM25 #Bangkok #HumanCenteredDesign #SBCC #BehaviourChange
12 Mar 2026
It was a great opportunity to speak at the Better Air Quality (BAQ) Conference, one of the region’s most important gatherings bringing together city leaders, researchers, and practitioners working to improve air quality across Asia.
As part of the session “People-Centered Solutions: Making Inclusive Urban Planning Work for Clean Air and Climate Action,” we shared insights from our work in Bangkok on user-led behavior change research for air quality communication, conducted with Breathe Cities and the Bangkok Metropolitan Administration (BMA).
A key focus of the discussion was how cities can move beyond simply sharing information about pollution and instead build trust, relevance, and public engagement.
Some early insights from the research include:
- People want to see clear evidence that policies and actions are making a difference
- Communication needs to be useful in daily life, not just informational
- Most importantly, one message does not reach everyone
Different groups experience air pollution differently and respond in different ways. Effective communication therefore requires audience segmentation and messages that resonate with different levels of concern, exposure, and daily realities.
What was especially encouraging was the level of interest in the approach. After the session, colleagues from several cities stayed on to discuss how behavior-informed communication and user-led research could be applied in their own contexts.
Clean air solutions are not only technical or policy challenges — they also depend on how well cities engage people and support everyday behavior change.
It was inspiring to see so many practitioners across the region exploring how people-centered approaches can strengthen the impact of clean air and climate action
Thank you for your support Vivian C. Pun Nuttawut Teachatanawat
#HCD #behaviorchange #SBCC #cleanair #BAQ2026 #airquality #socialchange #socialimpact #communications
6 Feb 2026
This week, our team moved across Bangkok to learn directly from people whose jobs and daily routines place them among the highest-exposure groups to air pollution.
Through conversations on the ground, we’re building a clearer picture of how people navigate life and work during smog episodes — what information they actually use, which policies feel relevant, and what kinds of tools or communication genuinely help.
These insights will feed into the Breathe Cities research, shaping practical campaign assets and prototype tools to support everyday decision-making in a city living with PM2.5.
20 Nov 2025
SideKick - Travelling into communities and meeting with people who are most exposed to air pollution — as the height of the PM2.5 season draws near.
We’re learning how they live and prepare, how they access information, and how they communicate and consume messages about air pollution and protection.
These insights will help shape how data, audience research, and behavioral communication can make PM2.5 messaging more targeted and effective as we gear up to launch our human-centered research and design process in the coming weeks — in support of BMA and Breathe Cities’ clean air efforts for Bangkok.
#C40 #CleanAirForAll #Sidekick #HumanCenteredDesign #BMA #BreatheCities
29 Oct 2025
After a very fruitful meeting with the BMA’s Environmental Office last week, today we’re meeting with the wider BMA communications team — including the city council’s spokesperson and Head of PR.
We’ll be exploring how data, audience insights, and behavioral communication can make PM2.5 messaging more targeted and effective as we gear up to launch our human-centered research and design process next month — supporting the BMA’s clean air efforts for Bangkok.
Wish us luck! 💡
#SideKick #sbcc #designthnking #HCD #designthinking #breathecities #cleanairfund #c40cities #airquality #Bangkok #bma
16 Oct 2025
This is the monitoring room where all air quality information flows in — at the Environmental Office of the Bangkok Metropolitan Administration (BMA).
SideKick met with their team today to learn more about their work and communication efforts around PM2.5 — both from past years and in preparation for the coming peak season. Our goal is to understand their ongoing initiatives before we begin our human-centered design process — talking with citizens, gathering insights, and co-creating communication approaches that truly connect with people.
#BreatheCities #CleanAirFund #C40Cities #Sidekick #AirQuality #BehaviorChange #Bangkok #BMA
26 Sep 2025
We’re thrilled to share that SideKick is joining the Breathe Cities campaign in Bangkok (Breathe Bangkok) — a global initiative led by the Clean Air Fund, C40 Cities, and Bloomberg Philanthropies to tackle air pollution and build healthier, more resilient cities.
Our role in this journey is to support audience-led communications on air quality and PM2.5, working closely with BMA and partners to ensure messages are clear, relatable, and move people to action.
In the photo here, we had the opportunity to speak at the kickoff partners meeting — sharing how participatory communication and behavior change strategies can help bring Bangkok’s clean air goals closer to reality.
Bangkok faces complex air quality challenges, but with the right strategies and collaborations, we believe change is possible. We’re excited to bring our experience in participatory communication and behavior change to this important work.
#BreatheCities #CleanAirFund #C40Cities #Sidekick #AirQuality #BehaviorChange #Bangkok
