We’re often asked why the Almaty Air Initiative invests so much not only in data, research and policy, but also in art, storytelling and humor.

Over a year and a half, we have released:

– documentary “Almaty? Is it OK to live with smog?” directed by Kanat Beisekeyev

– series “Mstitelder” with the BayGuys team

– stories of four mothers in partnership with TengriNews

– a stand-up performance together with Central Stand Up Club, directed by Kuanysh Beisek

 

We often hear skepticism: why raise awareness if everyone already knows about the problem?

First, our research shows that this is not the case, not everyone is aware.

Second, we use art and media not just to inform people about the existence of air pollution.

 

We see that we are able to change attitudes toward the issue.

But why does this happen?

In one episode of the Hidden Brain podcast about how the human brain forms values, neuropsychologist Mary Helen shares a powerful example. Her students were shown a video in which Malala Yousafzai, human rights activist and Nobel Peace Prize laureate, talks about the fear of going to school under Taliban control.

A teenager named Isela first reacts as expected – with empathy. But after that a neurologically important pause happens.

Isela switches into a different mode of thinking.

She relates the story to her own life: her education, her dreams of becoming a scientist. Something awakens in her, she says it is unfair and that everyone should have the right to education.

 

From a specific story, she formulates a value: every person should have the right to choose their future.

This is called transcendent thinking.

It’s the moment when a mental leap occurs along the chain:

story → self → society → values

information → identity → moral position.

And this is exactly what we aim to trigger through AAI campaigns.

Our projects translate air pollution from an abstract issue into a question of personal norms and fairness. Data and facts are essential, but they rarely change behavior directly. Otherwise, there would be no smokers, they know well about the risks.

 

It is also important to talk about humor.

Humor is not about simplifying the issue or “softening” it. It is a way to bypass defensive reactions. When a topic is heavy, anxiety-inducing, or evokes guilt, people instinctively shut down. Humor releases this tension and creates a safe entry point into the conversation.

Laughter creates distance, and in that distance, space for reflection appears. A person laughs and then realizes that the situation is actually not funny. This is where the internal shift begins: from automatic reaction to conscious reflection.

 

In our projects, humor works as a trigger for transcendent thinking. It helps people see the absurdity of normalized pollution, ask “why have we accepted this?” and move from “that’s just how the city works” to “this shouldn’t be this way.”

 

All our creative projects are an attempt to shift the conversation:

– from “I know, so what?” → to “I care,”

– from “that’s sad” → to “this is not okay, and it must change.”

Any change begins with an internal decision about what is right and what is not.

And if that requires laughter, tears, absurdity or powerful visuals, then that’s what we will use.