Fujitsu’s new campaign is a deliciously stark reminder of our carbon footprint | The Work | Campaign Asia

Innovative Collaboration Highlights the Importance of Sustainable Development Goals

In a unique collaboration that bridges technology with culinary art, creative shop RGA has teamed up with tech giants Fujitsu to introduce a project that’s as enlightening as it is unconventional. Dubbed ‘Carbon Cakes’, this campaign looks to cast a spotlight on exactly that: Our carbon footprints and the imperative of looking after our planet—in a manner that’s both visceral and thought-provoking.

Combining Technology and Culinary Expertise

Combining its proprietary Social Digital Twin technology, which collects and simulates environmental data to demonstrate the impact of pollution on the environment, with the culinary expertise of renowned pastry chef Asako Iwayanagi (from Patisserie Asako Iwayanagi in Tokyo), Fujitsu and RGA have created a series of cakes designed to prompt audiences to consider the often-neglected issue of air pollution. Each ‘carbon cake’ is baked to represent levels of CO2 and PM2.5, derived from environmental data through Fujitsu’s Social Digital Twin simulations, effectively illustrating the interlink between environmental, social, and economic factors.

A Visually Grimy Representation

Visually grimy (that’s the point!), the cakes are coloured in hues of black and gray, misshapen, and intentionally designed to appear as if they’re polluted, embodying the levels of air pollution most city folk face daily.

An Event to Spark Discussion

The ‘carbon cakes’ were first unveiled at a high-profile event in Tokyo, set against the backdrop of the city’s Terrada E Hall. The event went beyond showcasing the unique desserts. It also featured a panel discussion with experts from a variety of fields, including Ian Shimizu, Kohei Saito, Gomi Hayakawa, Mai Shinuchi, and Akiko Yamada. This discussion delved into the nuances of pollution reduction, exploring the balance between environmental, social, and economic considerations, and highlighting the potential pathways toward sustainability.

Attendees at the event were offered a direct taste of the concept—literally. They had the opportunity to sample the range of Carbon Cakes, each varying in appearance based on the levels of pollutants represented. The darker and more distorted a cake was, the higher its ‘contaminant value’—providing a stark, sensory representation of pollution’s impact. Among the variety of ‘contaminated’ cakes, there was also a ‘pollution-free’ option, highlighting the campaign’s ultimate goal of fostering a cleaner, more sustainable environment.

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Marta Caseny, group creative director at RGA based in Tokyo, expressed her pride in the collaboration, noting the project’s success in marrying creativity and innovation to spark discussion and drive action towards environmental change. She said: “We’re extremely proud to have been able to partner with Fujitsu on this important project that enabled us to combine creativity and innovation. We’re hoping that by being able to create a physical representation of the impact our behaviours have on the air we breathe every day, will help spark discussion, and more importantly, positive action towards change.”

The campaign’s underlying message is a powerful reminder of the importance of visualising pollution and its effects. Sometimes, to raise awareness, you really do have to think outside the (cake) box.

SDGs, Targets, and Indicators

1. Which SDGs are addressed or connected to the issues highlighted in the article?

• SDG 3: Good Health and Well-being
• SDG 11: Sustainable Cities and Communities
• SDG 12: Responsible Consumption and Production
• SDG 13: Climate Action

The article discusses the issue of air pollution and its impact on the environment, which is connected to SDG 3, as air pollution can have negative effects on human health. It also relates to SDG 11, as it highlights the importance of creating sustainable cities that prioritize environmental considerations. Furthermore, the article touches on SDG 12, as it emphasizes responsible consumption and production by raising awareness about the carbon footprint associated with everyday behaviors. Lastly, the article is relevant to SDG 13, as it addresses the need for climate action to mitigate air pollution and its consequences.

2. What specific targets under those SDGs can be identified based on the article’s content?

• Target 3.9: By 2030, substantially reduce the number of deaths and illnesses from hazardous chemicals and air, water, and soil pollution and contamination.
• Target 11.6: By 2030, reduce the adverse per capita environmental impact of cities, including by paying special attention to air quality and municipal and other waste management.
• Target 12.4: By 2020, achieve the environmentally sound management of chemicals and all wastes throughout their life cycle, in accordance with agreed international frameworks, and significantly reduce their release to air, water, and soil to minimize their adverse impacts on human health and the environment.
• Target 13.2: Integrate climate change measures into national policies, strategies, and planning.

Based on the article’s content, the specific targets that can be identified are reducing deaths and illnesses from air pollution (Target 3.9), improving air quality in cities (Target 11.6), managing chemicals and wastes to minimize their adverse impacts (Target 12.4), and integrating climate change measures into policies and planning (Target 13.2).

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

• Indicator 3.9.1: Mortality rate attributed to household and ambient air pollution.
• Indicator 11.6.2: Annual mean levels of fine particulate matter (e.g., PM2.5) in cities.
• Indicator 12.4.1: Number of parties to international multilateral environmental agreements on hazardous waste, including their compliance with the agreements.
• Indicator 13.2.1: Number of countries that have communicated the establishment or operationalization of an integrated policy/strategy/plan that increases their ability to adapt to the adverse impacts of climate change and foster climate resilience and low greenhouse gas emissions development in a manner that does not threaten food production.

The article does not explicitly mention these indicators, but they can be used to measure progress towards the identified targets. These indicators include measuring the mortality rate attributed to air pollution (Indicator 3.9.1), monitoring the levels of fine particulate matter in cities (Indicator 11.6.2), assessing compliance with international agreements on hazardous waste (Indicator 12.4.1), and tracking the establishment of policies and plans for climate change adaptation (Indicator 13.2.1).

4. Table: SDGs, Targets, and Indicators

Behold! This splendid article springs forth from the wellspring of knowledge, shaped by a wondrous proprietary AI technology that delved into a vast ocean of data, illuminating the path towards the Sustainable Development Goals. Remember that all rights are reserved by SDG Investors LLC, empowering us to champion progress together.

Source: campaignasia.com

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