CONTEXT: Air pollution is a major crisis in Thailand, ranked 9th worldwide. Illnesses related to air quality have increased by 116% compared to last year, with Lamphun province reporting some of the highest PM2.5 levels nationwide. While the government has urged people to stay indoors and work from home, footballers face an almost impossible task in following these practices, as they are required to train and compete outdoors with no postponement leaving them to breathe up to 20 times more polluted air than the average person. IDEA: To raise nationwide awareness of PM2.5 dangers for footballers on the field, Lamphun Warriors F.C., a top Thai League football team, with the Northern Thailand Breath Council (NTBC) launched The Air Pollution Jersey. Lamphun warrior is known as ‘The White Blue Royals’ The club replaced its iconic white home jersey with 1 of 6 distinct colors, reflecting PM2.5 severity based on the Air Quality Index (AQI) for match days. EXECUTION: At every home game in Lamphun, players wear jerseys that reflect the air pollution level as they step onto the field, visible to all fans in the stadium and on TV. Off the pitch, the players be the messengers for change by speak up on social media. The starting line-up posts have also been redesigned to highlight the air pollution level before the game. RESULT: After the launch, it sparked discussions widely on Thai social media, had 98.3% positive sentiment on 23 million media impressions without any media spending, and was featured on a top morning news program. This took notice from the Thai League and international media. At the same time, the Clean Air Bill passed unanimously and will be effective this year (2025).