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.
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