Blog Post

Crushing (toy) junkers to clear the air

November 1, 2013

Recently, we highlighted the work we did with the Clear the Air Foundation at the Denver Auto Show to encourage the show’s attendees to donate their old “gross emitters.”
For Earth Day, the organization wanted to highlight major contributors to the program: Colorado’s new auto dealers. To date, 615 of the 625 cars donated have been from local dealerships, highlighting the positive role new car dealers can play on environmental issues.
We wanted to help the Clear the Air Foundation make its work stand out and encourage other Coloradans to get involved.
Colorado Automobile Dealers Association President Tim Jackson and SE2 knew what we needed to make:

The Pollution Crusher!

carcrusher3
This toy illustrates how the Clear the Air Foundation removes old, high-emitting vehicles from the road to clean the air – by dismantling and shredding them, with proceeds helping to underwrite scholarships in automotive fields.
SE2 worked with longtime collaborator Joel Hill to create the Pollution Crusher box and customized stickers to add to the toy (which has been repurposed from an existing toy).
carcrusher
The toy box promotion prompted The Denver Post to highlight the program. So did other news outlets around Colorado and the nation, from USA Today to the Fort Collins Coloradoan to KKCO TV in Grand Junction. WardsAuto also featured the foundation in an article by CADA president and CEO Tim Jackson.
Automotive News Executive Editor Ed Lapham gave the kit a shout out in his news update. “Look, I’ve been in this business for 40 years and I know a cheap publicity trick when I see it,” Lapham commented. “But sometimes they work.”
Check out this video clip starting at 2:44 for the scoop.

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