From December 5, 2012, ClearWorld Media is Going to Recreate the 1952 Great Smog of London on Twitter Using Over 400 Prepared Tweets

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A Twitter Retrospective of the London Great Smog of 1952

Starting at 7am GMT on December 5, 2012, ClearWorld Media (CWM) will be recreating the 1952 Great Smog of London on Twitter using over 400 prepared tweets.

The Great Smog in London was one of the first deadly human-created urban pollution events in the world. A combination of a temperature inversion, unseasonably cold weather, crowded living conditions and the poor quality of coal all helped to contribute to this five day ‘perfect storm’ of deadly air. At the time, Londoners did not comprehend the scale of the Great Smog. It was estimated after the event that 3-4000 people had died as a direct result of the Great Smog. Later estimates have put the total number of deceased closer to 12,000 people with over 100,000 people suffering other smog-related ailments.

To mark the sixtieth anniversary of the Great Smog, ClearWorld Media is recreating those five days by using Twitter and 'live' tweeting the event. "We thought, 'Would it have been different if Londoners were live tweeting the pollution?'”, said ClearWorld Media CEO Steven Chiu. He added, "Would people have made the connections between florists running out of flowers and the dreadful air? London surely would have taken steps to protect those who were most vulnerable to the pollution - the sick, the elderly, children - had they realized what was happening. Could the number of deaths have been limited with the social sharing of information?".

ClearWorld Media is headquartered in Beijing, China, no stranger itself to poor air quality. "As economies develop, many people believe that poor air pollution is the price to pay for this development," says Thomas Ketchell, ClearWorld Media COO. "This was widely thought to be true in London in 1952. But in 1952 the world did not have a plethora of renewable energy options. Today these options do exist yet because of the cheap cost of coal and oil, many developing nations are relying on these sources to fuel their development. By raising awareness of what happened in London in 1952, we hope to make more people aware of the dangers of air pollution," Ketchell added.

The company will be tweeting using the voice of a typical Londoner. The company has collected some firsthand accounts and has taken information learned in hindsight to create a single voice under one identity. ClearWorld Media will tweet about the Great Smog from the Climate Action Twitter account ( The organization’s name will change to 'Great Smog' during the five day period and the hashtag #GreatSmog will appear on most of the tweets.

About ClearWorld Media

ClearWorld Media is based in Beijing, China and is part of the ClearWorld Energy group. Over the past two years the company has focused on creating a low carbon community on social media for Climate Action, a carbon offset retailer. ClearWorld Media works with sustainable organizations to help them with their social media strategy. ClearWorld Media has also developed an iOS application called “PicPic”.

Media Contact

More information can be found on the ClearWorld Media web site and this blog post:

For more information please contact Steven Chiu on or on +86 186 1195 4049.

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Thomas Ketchell

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