The White Lung-Ta™
MAKING THE INVISIBLE VISIBLE
The White Lung-Ta™ bridges behavioural science, sustainable textile design, and partnership-building. Founded by Guglielmo Catalano (UCL, Psychology & Language Science), the venture uses a simple piece of cotton to make visible the air pollution that children are exposed to. This innovative approach drives awareness ahead of its first measured field pilot in Nepal, targeted for late 2026.
New here? Start withMission→Problem→How it works→Roadmap
- Origin
London Nudgeathon 2026- Recognition
- PwC Strategy& · BIT · VML Health · Dectech · Gorilla Experiment Builder · BeSci.io · Think.Test.Do
Oxford, Cambridge, LSE, UCL and Warwick.
AWARDED 2ND LONDON NUDGEATHON 2026◆Save the Children · Nepal Climate Programme◆AWARDED 2ND LONDON NUDGEATHON 2026◆Save the Children · Nepal Climate Programme◆AWARDED 2ND LONDON NUDGEATHON 2026◆Save the Children · Nepal Climate Programme◆AWARDED 2ND LONDON NUDGEATHON 2026◆Each cloth below opens a chapter of the venture. Colours follow the Nepali lung-ta prayer flags: blue, white, red, green, yellow.
The colours of the lung-ta
In Nepali and Himalayan tradition, prayer flags carry five colours, each tied to one of the natural elements. Together they represent balance and harmony.
- BlueSky and space
- WhiteAir and wind
- RedFire
- GreenWater
- YellowEarth
- Our MissionWho we are and what we're looking for
- The ConceptWhy it's called The White Lung-Ta™
- Our StoryHow the idea began and evolved
- The ChallengeWhy clean stoves alone aren't enough
- How it worksMaking invisible smoke visible
- ClothOne cotton square that reveals soot
- MaterialTurning soot into circular ink
- RoadmapThree phases from pilot to scale
- Beyond NepalA model designed to travel
- PartnershipTextile, design and field partners
- FounderThe person behind the venture
- Recognition2nd place, London Nudgeathon 2026
Breathe the change. Join The White Lung-Ta.
Invisible pollution stops being frightening only when we decide to make it visible. The White Lung-Ta was born from an award-winning idea, and it is now becoming a reality capable of changing the lives of thousands of children in Nepal.
We cannot do it alone. We need to connect yarns, hearts and skills.
Choose how to play your part:
- Are you a fashion brand?
Donate your cotton offcuts
Clear your warehouses of 100% white cotton scraps. Turn a disposal cost into a huge social and environmental impact.
Become a textile partner - Are you an NGO or a local activist?
Bring the project to the field
Help us distribute the flags in rural communities and connect us with Nepali schools for the ink distribution.
Collaborate with us - Want to support the mission?
Follow and share the journey
Stay updated on the first field tests, see the project's impact, and help us spread the word.
Follow the project