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2019 One Show - Creative Use of Data

Toxic Toby

Agency McCann / London + Craft/McCann / London + MRM//McCann / London

Client BreezoMeter / British Lung Foundation / World Health Organization
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Annual ID

OS_CU19015M

About the Work

Problem: Car accidents are not the biggest killer on UK roads. Air pollution is. BreezoMeter, a company monitoring air quality, had vital data that not enough people were experiencing. Solution: We brought their live, location-based data to life where it matters: outdoors. Toxic Toby is a teddy bear attached to a lamppost to resemble a typical car accident memorial. But Toby is more than that. He’s an audio-visual warning system. Toby coughs when pollution is high. The worse the air, the more he coughs. Every cough tweets a politician, lobbying to improve regulations.. Toby soon became incorporated into school lessons. Soon other clean air groups, like the World Health Organisation, clamoured for Toby to represent them. Toby received worldwide attention, and started influencing UK legislation, going from a neighbourhood utility to a global face of pollution. Results: • 100m views • Environment Bill published by UK government • $7.5m BreezoMeter funding secured