In China, half a million people die from various air pollution-related causes each year. Now, air purifying company Xiao Zhu is putting a face—or rather, lots of different faces—to the problem.

To highlight the billows of smog pouring out of smokestacks around the country, the company's campaign, dubbed "Breathe Again," projects haunting images of crying babies onto the clouds of smoke. The aim is to get us talking about how pollution endangers our most vulnerable—in which case, these babies will not have cried in vain.

[h/t The Verge]