• My basket
    Quantity
    Price
  • Your Shopping Basket is empty.

Total — £ (ex. VAT)

Toxic Toby

Award: Wood Pencil

Wood Pencil / PR / Public Affairs Campaign / 2019

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.

  • Toxic Toby

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again