McCann London teamed up with BreezoMeter’s air quality data experts to raise awareness around London’s "silent killer" – it’s toxic air – by placing a roadside memorial in the capital to highlight the shocking 9,400 premature deaths associated with this public health issue.
The problem with pollution is that you can’t see it, so it’s easy to disregard as we go about our business. But Toxic Toby puts pollution and its harmful effects right in front of people eyes with something they can’t ignore. The combination of an animatronic soft toy twinned with an alarming cough certainly turns heads. And teaming up with BreezoMeter’s live, location-based pollution data allowed us to be reactive and target the worst offending areas to spread an important message.