Ipswich Town Football Club has joined this newspaper and activist group Ipswich CAN (Clean Air Now) in an effort to combat and raise awareness of the "horrendous" air pollution across the town.
The 'Town CAN' campaign follows the news that more than 38,000 residents are living within 500m of areas with air pollution levels above the national target - with the borough council declaring four AQMA (Air Quality Management Areas) across the town.
Government modelling also predicts that around 65 people across Ipswich die from illnesses related to poor air quality every year.
A spokesman for ITFC said: "Most air pollution in Ipswich comes from vehicles, with congestion in the town being an ongoing problem both on matchdays and non-matchdays.
"Drivers and passengers within vehicles breathe in several times more of the pollution than cyclists and pedestrians.
"Therefore, the club would like to encourage supporters to think about more sustainable ways of travel for the benefit of everyone in our hometown.
"The cost implications are something that the club fully appreciates and the Blues are currently in discussions with local public transport providers with the aim of reaching an agreement for discounted and/or improved rates for fans on matchdays."
The 'Town CAN' campaign seeks to raise awareness of issues caused by air pollution in the town and to encourage positive behavioural changes to counteract it.
It follows steps already taken by the football club, including eliminating 150,000 single-use plastic cups and continued zero waste to landfill policy at Portman Road.
Exposure to high levels of air pollution can contribute to and be a risk factor for a number of health issues, including strokes, heart disease and lung cancer.
Overall, it is believed long-term subjection to man-made air pollution in the UK has an annual effect equivalent to 28,000 - 36,000 deaths.
Moving forward, the football club, this newspaper and Ipswich CAN will be providing further information about sustainable travel.
Speaking on the launch, Chris Armstrong and Tony Horner of Ipswich CAN said: "Ipswich has levels horrendous levels of air pollution.
"There’s clear evidence that poor air quality can affect every part of our bodies and all parts of our life.
"Nationally, we have all the evidence we need. Locally, we have all the tools we need. Many other towns have already taken the necessary action. We just need to be brave, tell the truth and take action together.
"Our message to our local councils? - If you care, clean the air."
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