Tackling London’s air pollution problem one cough at a time.
Breezometer:
Toxic Toby
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 utilising. So we brought their live, location-based data to life where it matters: outdoors. Toxic Toby, a teddy bear resembling a roadside memorial, coughs when pollution is high. The worse the air, the more he coughs. Every cough tweeted local politicians, lobbying them to change regulations. Toby gained worldwide attention, and soon other clean air groups wanted Toby to represent them.
Toxic Toby was 3D printed, animatronic and linked to hyper-local pollution data data. It was pre-programmed to ‘cough’ every time pollution reached illegal levels.
Toxic Toby caused quite a stir. Overnight he captured the attention of news agencies across the globe. Never before would we have thought we’d be giving interviews to American, Italian, French & Arabic news networks.
