Air Aware Labs appoints Woosah to build brand profile in the UK
Strategic communications consultancy to drive engagement with Air Aware Labs’ personalised air quality monitoring solutions
[London, 16 July 2025] – Strategic communications consultancy, Woosah, has been appointed by Air Aware Labs to lead a proactive media profiling and brand-building programme across the UK.
Active in more than 100 countries, Air Aware Labs is on a mission to transform how people understand and manage exposure to air pollution. Its flagship product, AirTrack, uses AI, data and analytics to provide personalised air quality insights, enabling users to monitor, understand, and respond to air pollution in real time – making it easier than ever to breathe cleaner air and protect their health.
A recent study from the Royal College of Physicians (RCP) highlighted the significant health dangers of toxic air, calling for action from the government to tackle the crisis and recognise air pollution as a key public health issue. Its report revealed that air pollution in the UK is costing more than £500m a week in ill health, NHS care and productivity losses.
As urban populations grow and public focus on environmental health intensifies, the need for accurate, accessible data has never been greater, particularly for those living in high-pollution areas and for individuals with respiratory conditions such as asthma.
Woosah’s remit will span proactive media relations, thought leadership and storytelling that connects audiences to the benefits of understanding the air they breathe – empowering individuals, communities, and businesses to make informed choices that protect their health and wellbeing.
Louise Thomas, co-founder and chief executive, Air Aware Labs, said: “Woosah stood out for their enthusiasm and interest in air pollution, alongside their strategic approach and proven ability to translate complex ideas into compelling narratives that resonate. We’re confident this partnership will help accelerate our mission to make clean air a shared priority and drive adoption of our technology across the UK.”
Phil Borge-Slavnich, co-founder and director, Woosah, said: “Air quality is an invisible threat with profound consequences for our health and future. Air Aware Labs is tackling this challenge head-on with a proposition that puts personalised air quality monitoring in the hands of the public. We’re excited to help tell that story, raise awareness and drive engagement that supports healthier lives and communities.”
Air Aware Labs is supported by experts in air quality, technology, product design, public policy and medicine. Its partners include Sustainable Ventures, Every Breath Counts, Sustrans, HealthKey, Institution of Civil Engineers and GoodTech Ventures, among others.
In 2024, AAL announced its integration with fitness tracking and social networking platform, Strava, enabling athletes, specifically vulnerable to air pollution due to their increased respiratory rate and demand for oxygen, to make informed decisions about training times and locations, optimising both their health and performance.