Lima one of the most polluted cities in Latin America. To raise awareness of this fact among its citizens, a special billboard was installed alongside a busy highway. The poster attracted pollutants and turned them into a visible black powder, which gradually spelled out the message “It’s hard for me to breathe,” as if Lima itself was begging to be heard. To guarantee even more publicity, the process was filmed and shared on social networks. In addition, the ugly “powder” was gathered and sent to key influencers and the press. It was accompanied by an invitation to come and debate the problem as well as discuss eventual solutions, such as opting for “cleaner” natural gas.