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News | 08.02.2022

Clean air thanks to beautiful art

"If we don't leave a future, we have lived in vain". This is the powerful message on the 1200 square metre work in Cremona (Italy), which was inaugurated on November  6, 2021. Internationally acclaimed artists Davide Tolasi, Mister Kaos and Marco Cerioli took on the task of beautifying the wall on the south side of the Cremona Exhibition Centre while raising awareness of the Global Sustainable Development Goals.

The creation of the mural is part of the campaign "Together for the SDG's", promoted by the Italian Ministry of Foreign Affairs and International Cooperation and supported by the UN SDG Action Campaign, among others.  The city of Cremona has joined the #Cities4SDG initiative. In 2015, the 193 member states of the United Nations had adopted an action plan with 17 goals, the Sustainable Development Goals (SDG's), as part of the 2030 Agenda, which, among other things, are about ending hunger and poverty in the world, limiting climate change and preserving natural resources. 

Awareness of environmental and climate protection is to be raised not only with the idea, but also with the execution. With KEIM Soldalit-ME, the artists chose a mineral paint with a photocatalytic effect that reduces the concentration of pollutants in the air thanks to its chemical and physical properties. 

Thus, the mural with its 400 metres length and a height of 2.5 metres became the largest smog-reducing mural in Europe. All the paints were donated by the Italian subsidiary KEIMFARBEN Colori Minerali S.R.L.

In keeping with the tradition of KEIMFARBEN and the company's pioneering role in sustainability. Long before the term entered the public discussion, the company founder Adolf Wilhelm Keim felt committed to it. As early as 1878, he admonished: "We want to live, work, wrestle, fight and care for our fellow human beings, work for posterity, so that it may be better on earth." KEIM iremains still loyal to this guiding principle up until today - not only with products and system solutions, but also with its corporate actions. The 17 goals formulated in the SDGs are primarily directed at the states of the global community. But an active contribution is also expected from sectors and commercial enterprises. Construction has a significant influence on the SDGs. Therefore, KEIMFARBEN, as the world's leading specialist in mineral building protection, would like to contribute to the implementation of the SDG's within the scope of its possibilities. These goals are in particular focus:

  • Health and well-being (SDG 3)
  • Affordable and clean energy (SDG 7)
  • Sustainable cities and communities (SDG 11)
  • Sustainable consumption and production (SDG 12)
  • Climate protection measures (SDG 13)

A sustainability check, supported by the Association of the German Paint and Printing Ink Industry and the cross-industry sustainability initiative Chemie3 , is currently analysing how the SDGs and their sub-goals are taken into account in the corporate context at KEIM. 

Think globally, act regionally - this also means sustainability and projects like Cremona stand for this. 

Martina Carantani - Francesca Brambilla Comunicazione / KEIM Italia

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