Campaigners 'advertise' Southampton's pollution levels

It has been described as one of the most polluted cities in the country - and now Southampton is being shamed into taking more action - by a billboard.

Pollution is responsible for 110 deaths in the city each year. And it's estimated to cost the local NHS an annual 50 million pounds.

Emissions from traffic and Southampton Port. has prompted the Clean Air Initiative to create a new sign to get their message across. Sam Holder reports.

Southampton City Council's response can be seen here.

A controversial billboard which criticises the high levels of pollution in Southampton has been put up on one of the city's roadsides.

Pollution levels have been said to be responsible for one hundred and ten deaths in Southampton every year. The poster was paid for by the Healthy Air Campaign - members want to raise awareness of the threat posed by air pollution. According to NHS figures, pollution costs the city's health service fifty million pounds each year. Andrea Lee from the Healthy Air Campaign told ITV more about their aims.