London’s air pollution is in crisis, leading to 9400 premature deaths each year. That’s more fatalities than car accidents. BreezoMeter, monitor air quality, but to secure extra funding, they needed a publicity-generating idea. So we brought their hyperlocal data to life where it matters: outdoors. Toxic Toby, a teddy bear resembling a memorial, coughs when pollution is high. The worse the air, the more he coughs. Every cough generated a tweet targeting the local MP, lobbying to change laws. Toby gained worldwide attention, and soon other clean air groups wanted Toby to represent them.
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