SILENT EXPOSURE:
A DESIGN APPROACH TO INDOOR AIR QUALITY AWARENESS
DISCOVER PROJECT
The article and pictures are from the article of the desperate husband on WeChat (Qiao, 2024)
// Overview
As an international student from China, I arrived in Canada in September 2023, unaware of the environmental health risks I might encounter. It was not until April 2024 that I first learned about indoor air quality (IAQ), specifically radon and its hidden dangers, from an article written by a grieving husband who shared the heartbreaking story of his wife's passing. She was diagnosed with lung cancer only two weeks before her death, passing away on November 30, 2023, at just 37 years old, leaving behind her husband and three young children. Later, I discovered that her illness was likely linked to prolonged radon exposure in their rental home.
Their story made me acutely aware of how easily invisible threats can go unnoticed. It was also the moment I recognized the need to raise public awareness about IAQ and communicate hidden health risks in accessible, emotionally resonant, and actionable ways.
Guided by professional insights and encouragement from my professors at NSCAD University, as well as support from thoughtful friends, I embarked on a journey to explore how design can inform, inspire,and empower communities.
// Table of Contents
Overview of Radon and Public Health Risks
Challenges in Radon Risk Communication
Design and Risk Communication
The Potential of Sensory and Immersive Design Approach
A Review of Campaign Designs for IAQ and Awareness
Research Design and Methodology
Research Process
Final Design and Conclusion
// Radon Risk
Radon is a naturally occurring radioactive gas that forms from the decay of uranium in soil, rock, and water. It is colorless, odorless, and tasteless, making it imperceptible to human senses. Radon typically enters buildings through cracks in floors, walls, and foundations, as well as through gaps around pipes or construction joints. Radon is heavier than air, so levels of radon in confined or underground spaces are often elevated compared to outdoor air (J & R, 2010)
Exposure to radon is the leading cause of lung cancer among non-smokers and the second leading cause overall after smoking. As we breathe, these particles are deposited on the cells lining the airways, where they can damage DNA and potentially cause lung cancer, and radon is estimated to cause between 3% to 14% of all lung cancers in a country (Canada, 2023).
The Atlantic Canada region was found to have the third-highest average radon level per home, and it has the highest proportion of homes with levels considered urgent for radon reduction by Health Canada.
Canadian residential radon gas exposure map (Radon Gas Map: 10 Canadian Housing Types Most Likely to ContainHigh Radon, n.d.)
// Radon Situation in Canada
Canada has some of the highest residential radon levels globally. Figure on the left shows a map of residential radon gas exposure across Canada.
The Atlantic Canada region has the third-highest average radon level per home in the country, measuring 96.6 Bq/m³. However, it also has the highest proportion of homes—25.4%—exceeding 200Bq/m³, a threshold identified by Health Canada as requiring urgent radon mitigation (Radon, 2022). Based on the map of Potential for Radon in Indoor Air from Nova Scotia Department of Natural Resources and Renewables (2024), the region around Halifax has a high risk of indoor radon potential and the majority area in Halifax is shown to have a medium level of indoor radon potential.
Potential for Radon in Indoor Air (Nova Scotia Department of Natural Resources and Renewables, 2024)
// Radon Awareness Situation in Canada
Limited Public Awareness
Public awareness of radon in Canada remains limited despite government campaigns and efforts by public health organizations. While the national program “Take Action on Radon” initiative aim to educate Canadians about testing and mitigation, these efforts face several challenges for various reasons.
Awareness in Canada
Environics Research Group (2023) found that 84% of Canadian householders remain unaware of initiatives to educate or assist residents in addressing radon exposure. This aligns with previous findings from Statistics Canada (2022), which reported that in 2021, only 56% of households had heard of radon, and just 9% had tested for it.
Awareness in Atlantic Canada
In 2023, Environics Research Group (2023) found that only 54% of families in Atlantic Canada reported having heard of radon, the lowest rate among regions. Awareness also varied across demographics: individuals aged 34 or younger were the least aware (36%). Gender differences were also notable, with men reporting higher awareness (70%) compared to women (51%). Similarly, homeowners demonstrated greater awareness (65%) than renters (43%).
How to use a test kit?
1. Place the detector in a room where people spend the most time. The detector should be at breathing height, which is 1.5–6.5 ft (0.5–2 m) from the floor. It should also be away from objects that could block airflow.
2. Take the detector out of the bag and record the start date, time, and location.
3. Leave the detector in place for at least 91 days, or longer during the heating season.
4. Record the end date and time.
5. Return the detector to the lab for analysis. Usually will receive the results in 3–6 weeks.
Two types of common radon detector in Amazon (Amazon, 2024a) (Amazon, 2024b)
Currently, there are only two common methods to detect indoor radon levels, both of which require long durations of use and have complicated instructions. The dosimeter can show the result at user’s home but it is expensive and must remain indoors under normal living conditions for 91 days to 12 months. The test kit is more affordable but requires users to send it to a laboratory for analysis, making the process more complicated.
// Psychological and Social Factors
Psychological and social factors significantly influence public awareness of radon. These factors highlight the need for simplified communication, targeted campaigns, and accessible mitigation strategies to effectively overcome barriers and protect public health.
Radon risk is underestimated
• People often lack prior knowledge or personal experience with radon.
• Radon causes no immediate symptoms, which lowers perceived risk and urgency.
• Individuals tend to prioritize visible home problems (e.g., leaks, insulation) over invisible threats like radon.
Psychological barriers reduce action
• Optimism bias: Many believe their home is unlikely to be affected (D et al., 1988).
• Denial as coping: Some avoid the issue because high radon levels feel overwhelming.
• Fatalism: Radon is sometimes seen as a natural, unavoidable risk, leading to helplessness and inaction (Khan et al., 2022).
• Individual blame: Some attribute radon risks to personal behavior rather than environmental factors.
• Age factor: Older individuals are more likely to downplay radon-related health risks (Cholowsky et al., 2021).
Lack of tangible examples weakens risk perception
• People assess risk based on personal experience or observable outcomes (rational actor model).
• Without visible cases of radon-related lung cancer, the risk feels abstract and unreal (Hevey, 2017).
• The idea of getting lung cancer from staying at home feels disconnected from everyday life.
Gender differences affect awareness and action
Women:
• More likely to seek radon information through social media and interactive platforms.
• Act faster on radon testing.
Men:
• Show lower concern and longer delays before testing.
• Male-led decision-making households experience longer exposure and higher cumulative risk (Cholowsky et al., 2021; Irvine et al., 2022).
Professional background influences behavior
Individuals in fields such as medicine, life sciences, public health, or industrial hygiene are generally more amenable to radon testing. Conversely, those in disciplines like physical sciences, engineering, architecture, or real estate require more exposure to awareness campaigns and tend to delay testing.
Structural and practical barriers
• Information overload reduces attention and engagement (Cori et al., 2022).
• Complex or dense communication discourages action.
• Cost and effort of testing and mitigation are major barriers.
• Even motivated individuals may be unable to act due to financial constraints (Irvine et al., 2022).
// Current Public Perception of IAQ
Research focus imbalance
Adults spend approximately 87% of their time indoors, yet air quality research has historically focused on outdoor environments. As a result, indoor air quality (IAQ) and its health impacts received far less attention until the past decade.
Indoor air is often more polluted than outdoor air
Studies show that indoor air can be more contaminated than outdoor air. An investigation under the Canadian Environmental Protection Act (CEPA) found that all targeted VOCs were present at significantly higher levels indoors than outdoors (Mannan & AlGhamdi, 2021).
Public risk perception is driven by sensory and emotional cues
Pollutants such as mold, mildew, excessive humidity, and cigarette smoke are often visible, detectable, or cause immediate health effects, and are therefore commonly recognized and addressed. In contrast, pollutants such as radon and volatile organic compounds (VOCs) are difficult to detect through human senses and are often overlooked.
// Current Successful Design Strategies in Communicating Invisible Risks
Design plays a crucial role in bridging the gap between complex scientific information and public understanding, particularly regarding invisible risks such as radon, air pollution, and carbon monoxide. By leveraging visual, sensory, and interactive elements, design can transform abstract and intangible risks into concrete and relatable experiences. This fosters greater awareness and motivates behavior change.
In 2019, the U.S. Consumer Product Safety Commission launched a campaign featuring simple infographics and videos to emphasize the importance of carbon monoxide detectors. These designs paired easy-to-understand visuals with emotional storytelling to connect with viewers and encourage detector installation (Carbon Monoxide, n.d.).
Carbon Monoxide Video (Carbon Monoxide, n.d.)
Another impactful initiative is the "Flint Water Project" (2017), which aimed to highlight the water crisis in Flint, Michigan, by bottling contaminated Flint tap water and selling it as an edition at What Pipeline, which was an art installation providing visitors with insights into Flint’s crisis and the serious water issues affecting Detroit, the Midwest, and beyond (Pope, 2017).
Picture of What Pipeline (Pope, 2017)
All these examples demonstrate that effective design strategies can make invisible threats more tangible, relatable, and actionable.
// Principles of Effective Risk Communication
Clarity and Accessibility
Emotional Engagement
Emotional Design & User Experience
Inclusivity & Audience Diversity
// Theoretical Frameworks for Risk Communication Design
Dual-Coding Theory
Paivio's (1990) dual-coding theory suggests that information is better understood and retained when presented through both verbal and visual formats. This framework supports the use of infographics, diagrams, icons, and visual narratives to explain abstract or invisible risks such as radon exposure.
Dual-coding theory
Health Belief Model (HBM)
Rosenstock (1974) identified key components of this model, including perceived susceptibility, perceived severity, and cues to action, which are critical for designing actionable IAQ and radon awareness campaigns.
Health belief model
Cognitive Load and Information Processing
George A. Miller’s seminal work on human information processing (1956) highlights the limitations of short-term memory and the capacity for absolute judgment. Concepts such as “bits” of information and “chunking” demonstrate that people can process only a limited amount of information at one time. This framework emphasizes the need to simplify complex messages, break information into manageable units, and reduce cognitive load through clear structure and visual hierarchy
Cognitive load & information processing theory
Emotional Design Theory
Don Norman’s emotional design theory highlights the importance of engaging users at three levels: visceral (aesthetic appeal), behavioral (usability and functionality), and reflective (meaning, values, and personal relevance)(Komninos, 2017). Addressing all three levels helps evoke positive emotional responses, build trust, and sustain engagement.
Donald Norman's "Emotional Design" three levels (Norman, 2004)
// The Potential of Sensory and Immersive Design Approach
Sensory and immersive design approaches have emerged as powerful tools for making abstract concepts tangible and engaging. By activating multiple senses, these designs can help individuals better comprehend complex or invisible phenomena. Immersive environments allow people to directly "experience" a risk, making the invisible visible and prompting a deeper emotional and cognitive connection. This approach has been shown to increase both comprehension and retention of information, particularly for topics that are otherwise difficult to convey through traditional media (Newbery & Farnham, 2013).
In the field of sensory design, there are already notable examples of successful practices. In 2014, artist Olafur Eliasson and geologist Minik Rosing launched a project called Ice Watch. Twelve large blocks of ice, cast off from the Greenland ice sheet, were collected from a fjord near Nuuk and transported to Copenhagen. From October 26 to 29, 2014, the ice was arranged in a clock formation in City Hall Square to coincide with the release of the UN IPCC’s Fifth Assessment Report on Climate Change (Ice Watch, n.d.). This installation brought massive chunks of glacial ice to an urban setting, allowing visitors to touch, see, and even hear the ice as it melted. By providing a direct sensory and physical interaction with the ice, the installation communicated the urgency of climate change in a visceral way that infographics or scientific reports alone could not achieve.
Images of Ice Watch
Another notable project is Waterlicht by Studio Roosegaarde, an installation that uses LEDs and lenses to create a virtual flood, visually illustrating how high water levels could rise (Waterlicht, n.d.). This collective experience serves as a poignant reminder of the importance of water innovation and the far-reaching impacts of climate change. Both of these successful public space installations leverage co-creation and interactivity to establish stronger emotional and cognitive connections to the issues they address.
Picture of Waterlicht (Waterlicht, n.d.)
Augmented Reality (AR) has also become a powerful tool for addressing risks and raising awareness. Brooklyn-based artist Justin Brice Guariglia developed the app After Ice, which visualizes the impact of sea level rise in New York City (Kahn, 2017).
Picture of After Ice App. (Kahn, 2017)
Similarly, Reality Lab created an AR app called FloodZone, which simulates virtual water levels progressively rising within real world environments, including users' own homes (Why, 2023). Both projects provide a personalized impact assessment, enabling users to visualize the potential consequences of rising sea levels on their daily lives. By making the risks tangible and immediate, these applications inspire sustainable decision making.
Picture of FloodZone App. (Why, 2023)
// Campaign Designs for IAQ and Awareness
Public health campaigns play a crucial role in raising awareness about IAQ and radon exposure. There are generally two types of public health awareness campaigns: (1) informational campaigns, which focus on increasing knowledge and understanding of an issue, and (2) behavior-change campaigns, which aim to motivate people to take specific actions. While informational campaigns increase knowledge, they often fail to drive action. In contrast, behavior-change campaigns use emotional appeals, interactivity, and incentives to encourage concrete actions such as radon testing and improving indoor ventilation.
In Canada, Health Canada used to run a campaign about radon which was discussed above. Their campaign emphasizes that radon is the leading cause of lung cancer among non-smokers and promotes home testing. Their strengths include its evidence-based messaging, clear guidance on testing and mitigation, and strong credibility through government endorsement. But their campaign also show heavy reliance on text-based materials, limited emotional appeal, and a lack of interactive or experiential elements to create urgency and personal relevance.
The U.S. Environmental Protection Agency (EPA) has led radon awareness campaigns for several decades, notably through its flagship initiative, "Test Your Home for Radon," which aims to increase home radon testing rates (US EPA,OAR, 2019). Their campaign employs a broader mix of communication strategies. Strengths include the use of emotional storytelling, testimonials, infographics, videos, and action-driven messaging; well-structured digital resources; distribution of free or discounted test kits. But the limitations also exist, such as such as the campaign's heavy reliance on digital outreach, potentially excluding less digitally engaged populations, and varying effectiveness due to differences in state regulations and public health infrastructure.
Beyond radon-specific efforts, broader IAQ campaigns demonstrate more engaging design approaches.
The UK’s “Breathe Easy” campaign uses visual storytelling, real-life testimonials, interactive public installations, and active social media engagement to make IAQ risks tangible and emotionally resonant.
In Canada, "Clean Air Day,” leverages community events, school-based activities, digital challenges, and educational workshops to raise awareness of air pollution, including IAQ, through participatory and socially driven approaches.
Picture of the website of “Clean Air Day” (Clean Air Day - the Foundation for Resilient Health / Fondation Pour La Santé Résiliente, 2023)
// Intake from Existing Campaigns
Key Limitations
• Radon is less recognized than other IAQ issues (e.g., mold, carbon monoxide)
• Campaigns often lack sensory, experiential, or participatory elements, making invisible risks harder to grasp.
• Heavy reliance on digital media may exclude less digitally engaged populations.
• Messaging is often generalized and insufficiently personalized to different demographics or housing conditions.
Key intake from successful campaigns
• Emotional storytelling (personal narratives, testimonials) increases engagement and motivation.
• Visual and interactive elements (infographics, animations, AR) improve understanding of abstract risks.
• Clear, action-oriented messaging (e.g., free or low-cost testing kits) drives behavior change.
• Community-based and experiential approaches build trust, participation, and sustained engagement.
// Problem Statement
IAQ is a growing public health concern, with pollutants such as mold, carbon monoxide, VOCs, and particulate matter linked to respiratory illnesses and long-term health risks. While IAQ awareness has increased, radon, a naturally occurring radioactive gas and the leading cause of lung cancer among non-smokers remains largely overlooked. In Canada, particularly in Halifax, radon levels often exceed recommended safety thresholds, while public awareness and testing rates remain low. Existing IAQ and radon campaigns struggle to translate complex scientific information into action, compounded by the invisible nature of air and cognitive barriers such as information overload, technical language, and low perceived urgency. This reveals a critical gap in risk communication and underscores the need for innovative, design-driven approaches to improve public engagement and motivate action.
// Research Questions
The research question is: How can design effectively improve public awareness and engagement with IAQ, including radon, to encourage proactive behavior change?
Subquestions:
1. What are the main barriers to public awareness and action on IAQ and radon?
2. How can design strategies help reduce cognitive barriers such as information overload, technical jargon, and low perceived urgency in IAQ and radon communication?
3. How can a design-led approach foster long-term behavioral change in IAQ management and radon mitigation?
// Methodology
Understanding public perceptions of IAQ and radon to identify barriers to engagement;
Developing the campaign concept;
Testing & evaluating prototypes to assess effectivenes.
// Questionnaire
The questionnaire and responses
The findings reveal a clear gap between IAQ awareness and action. While people recognize the importance of indoor air quality, many remain confused about specific pollutants, detection methods, and mitigation strategies—especially when faced with financial constraints or unclear guidance. This highlights the need for design-driven educational campaigns that clarify key concepts, correct misconceptions, and provide concrete, actionable steps.
Based on these insights, effective campaigns should deliver clear, engaging, and action-oriented information through accessible formats such as short videos, infographics, and social media. Campaigns should build foundational understanding of IAQ and radon, promote practical and low-cost actions, simplify radon testing—particularly for renters—and use storytelling and visual design to make invisible risks tangible and personally relevant, encouraging sustained behavior change.
// Concept Development
Design strategy mindmap
// Concept Development
To increase campaign impact and public engagement, a hands-on, experiment-based onsite event was proposed. While digital content effectively reaches broad audiences, in-person experiences provide sensory and emotional engagement that makes invisible IAQ risks—such as radon and VOCs—more tangible. Survey findings showed low interest in traditional events, leading to the adoption of a creative, participatory format designed to communicate complex health risks in an accessible and engaging way.
Components for the onsite event
// Brand Design
A strong brand identity defined by a clear logo, cohesive color palette, and consistent visual elements is essential for effectively communicating the campaign’s message. The logo serves as a visual anchor across all materials, increasing recognition and consistency. In an IAQ and radon awareness campaign, a well-designed logo helps make abstract risks more relatable, builds trust, strengthens emotional connection, and enhances the campaign’s overall credibility and impact.
For this campaign, BreatheAware was selected as the brand name and central slogan to directly align with the goal of increasing public awareness of IAQ. The development of the BreatheAware logo underwent several iterations, guided by the principle of minimalist and abstract visual design to clearly communicate the campaign's mission.
The logo went through several iterations before reaching the final design, which uses red, black, and dark yellow to integrate text and symbolic elements. Red and black convey seriousness and credibility, while the dark yellow background subtly references radiation warnings related to radon exposure. The logo visually connects architectural spaces with respiratory health, creating a strong metaphor for indoor air quality. Its minimalist and balanced design ensures clarity and versatility across different campaign materials and backgrounds.
Logo design iterations
Final logo design
// Poster Design
Posters are a key part of the BreatheAware campaign, providing an accessible and visually impactful way to communicate with the public. They can quickly convey key messages about IAQ and radon through concise text and strong visuals, and also reinforce the campaign’s branding while serving as constant reminders that raise awareness and encourage further engagement.
For this campaign, four poster themes were developed, each addressing a different aspect IAQ and radon awareness. The first poster focuses on illnesses and symptoms potentially caused by poor IAQ, helping viewers connect everyday health concerns to invisible environmental factors. The second poster explains common sources of indoor air pollutants and offers practical steps to improve air quality. The third poster uses simplified visuals to introduce radon—what it is, where it comes from, and how to test for it. The fourth poster tells people what they should focus on when they are buying an air purifier.
To ensure visual consistency, all four posters follow a unified design style aligned with the campaign’s mission and brand identity, making them easily recognizable as part of a cohesive series. An initial poster prototype was developed through several explorations and iterations, which then served as a template for the remaining designs. Each poster presents concise, structured information that allows viewers to quickly grasp key messages, while the carefully considered layout ensures a clear and visually accessible experience. By combining visual storytelling with effective information design, the posters not only communicate important IAQ knowledge but also encourage audiences to take proactive steps toward improving indoor air quality.
Poster design exploration and iterations
Final poster design sample
Final poster design
// Video Design
Short videos are a key element of the BreatheAware campaign, offering an engaging way to communicate complex IAQ concepts. By combining visuals, narration, and motion, they simplify technical information and create stronger emotional impact. Their short format suits social media platforms, capturing attention quickly, delivering memorable messages, and encouraging sharing to expand the campaign’s reach. This aligns with survey results from earlier research, which indicated that participants preferred short educational videos.
A short video was developed to raise radon awareness and introduce the topic to audiences unfamiliar with it. The video explains what radon is, how it enters homes, its health impacts, testing methods, and available resources in Canada. Realistic visuals and storytelling were used to improve engagement, supported by a detailed workflow map guiding the production process.
The workflow map
AI video generation tools were used to produce the campaign video. The first scene was generated by"Sora", and consistent visual elements were applied across scenes. Storyboards were created and animated using "Kling AI". The video opens with the title “Radon, the Silent Guest” in the campaign’s yellow theme and ends with the BreatheAware logo to reinforce branding. Calm narration, soft background music, and a vertical mobile-friendly format were used to optimize the video for social media.
The essential visual storyboards
Final video
// Conclusion
This research-based design project examined how design-driven communication can improve public awareness and engagement with indoor air quality (IAQ), particularly the often-overlooked risk of radon. Research findings revealed a significant gap between general IAQ awareness and understanding of radon, with many participants unfamiliar with its health risks, testing methods, and sources. Radon’s invisible nature, combined with technical communication, cognitive overload, and practical barriers such as cost or unclear guidance, contributes to low public engagement and action.
To address these challenges, the BreatheAware campaign applied human-centered design strategies across multiple formats, including branding, posters, social media content, short videos, and interactive events. By using visual storytelling, simplified messaging, and emotionally engaging design, the campaign made complex information more accessible and relatable while encouraging practical actions.
The project demonstrated that design can effectively translate complex public health information into engaging and actionable communication. Although some limitations existed, such as time constraints and limited exploration of immersive technologies—the campaign highlighted strong potential for future expansion through interactive installations, educational partnerships, and broader community outreach. Ultimately, this research reinforces the role of design as a powerful tool for bridging the gap between awareness and behavior change in public health communication.
On April 8th, 2025, the BreatheAware campaign was exhibited at the NSCAD University Port Campus as part of the graduate show. Many visitors reported learning about radon for the first time through the exhibition. Some expressed surprise at discovering that radon could enter homes through sources like pipes and showers—highlighting the campaign’s success in making invisible risks visible. These responses reinforce the campaign’s effectiveness and underscore the potential of design to address critical gaps in public health communication.
Branding
References
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// Social Media
Social media plays a key role in modern awareness campaigns by enabling rapid information sharing, community engagement, and interactive dialogue. For the BreatheAware campaign, visually engaging and shareable content was designed for platforms such as Instagram and X. Instagram was chosen as the primary platform due to its popularity among students and higher proportion of female users, aligning with research suggesting the importance of targeted engagement for radon awareness.
These social media content were designed to address the core pain points identified during concept development, and they delivered relatable, actionable content to boost awareness and drive behavioral change. We maintained consistent campaign colors for a cohesive Instagram identity, while featuring the #BreatheAware hashtag on every post to unify our online presence and maximize visibility.
Hashtags design
Instagram design