The people of Amsterdam own a piece of the Amsterdam sky.

The quality of the air in Amsterdam leaves a lot to be desired. The high concentrations of NO2 and fine dust have a serious impact on the health of the city's inhabitants and its visitors; it must, therefore, be reduced drastically and fast.

Commissioned by the City of Amsterdam, Gummo developed an innovative concept, actively involving the people of Amsterdam in improving the quality of their air. From the 7th of November, 2007, everyone who lives or works in Amsterdam can take responsibility for a piece of the Amsterdam sky through the website www.aandeelindelucht.amsterdam.nl. Here, you can choose which part of the sky above the city will be yours. By applying for this (free) piece of sky, you promise yourself that you will make an active contribution to improving its quality. For example, by leaving your car in the garage and using your bike or public transport instead. In return, you will get an official share certificate which will give you the opportunity, on a regular basis, of winning all sorts of air-friendly prices made available by the campaign's sponsors (Dutch Rail and the Amsterdam city transport GVB, amongst others).

Although we could use the help of all the people in Amsterdam, the number of shares is not unlimited. It is expected, therefore, that the city’s hotspots, such as the Vondel Park and Dam Square, will soon be taken.

The campaign will consist of a series of TV commercials, bus shelter ads, billboards and printed material.