Pedestrians were transfixed by the sight of a scruffy teddy bear tied to a lamp-post, as sometimes happens when a child has been killed in a traffic accident. But what really got their attention was the fact that the bear appeared to be covering his mouth and coughing.
In fact, this particular bear was designed to draw attention to another kind of killer – London’s rampant air pollution. Called Toxic Toby, the animatronic wonder reacts automatically when air pollution reaches unsafe levels. Not only that, but he also tweets his dismay to politicians. Versions of Toby appeared in many of London’s most polluted areas.
Devised by McCann London and powered by BreezoMeter – an air quality measurement startup – Toby was the heart of a PR campaign that drew attention to a neglected aspect of human rights in the UK: the right to clean air. 

TitleToxic Toby
BriefAir pollution leads to 9400 premature deaths every year in London. BreezoMeter, a company that monitors air quality, wanted to use its hyper-local, real-time data to shine a light on this deadly problem and raise awareness of its brand. So the agency re-purposed the typical roadside memorial of a teddy bear to bring the issue to life. Powered by live air quality data, Toby coughed when pollution was high. The higher the pollution level, the more he coughed. Every cough generated a tweet sent directly to a local member of parliament.
Campaign Toxic Toby
Advertiser Breezometer
Brand Breezometer

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PostedSeptember 2018
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