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Toxic Toby

Toxic Toby | World Health Organization (WHO) | McCann Erickson
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basics
Industry: Professional & Public services
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Why is this work relevant for PR?

We took BreezoMeter’s hyperlocal air quality data that’s only ever existed online and brought it to life where it matters most, outdoors, in an attempt to make BreezoMeter synonymous with air quality.

At a time when air pollution was often in the headlines, we wanted to capitalize on this media attention by converting generic headlines around pollution, into headlines about our client, BreezoMeter, and their mission to improve the air we breathe.

We took complex pollution data (PM10 30.35 µg/m3) and translated it into something that was easy for the public to understand and relate to.

Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:

n/a

Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?

According to the World Health Organization, there are 4.2 million deaths every year as a result of air pollution. BreezoMeter believe, as leaders in the field of air quality data, it’s their duty to make the public aware of the dangers, and improve the air we breathe.

Background

Air pollution is at critical levels in the UK. In London alone, it leads to 9400 premature deaths each year. That’s more fatalities than car accidents. BreezoMeter, are a company that monitors air quality. They wanted to use their hyperlocal, real-time data to shine a light on how deadly this pollution is.

Describe the creative idea (20% of vote)

We re-purposed a typical roadside memorial, symbolic of death, to bring the problem to life. But Toxic Toby is more than just a teddy bear memorial, he’s an audio-visual warning system and environmental lobbyist. Powered by live, location-based air quality data, Toby coughs when pollution is high. The higher the pollution level, the more he coughs. Every cough generated a tweet lobbying the local MP to improve regulations.

Describe the strategy (30% of vote)

At a time when air pollution was often in the headlines, we wanted to capitalize on this media attention by converting generic headlines around pollution, into headlines about our client, BreezoMeter, and their mission to improve the air we breathe. So we were asked by BreezoMeter to develop a concept that would use their data to shine a light on how deadly air pollution has become. And lobby the government to influence legislation. But with government ignoring the issue, we needed to create something they couldn’t ignore – Toby.

Describe the execution (20% of vote)

The campaign launched on 21st September 2018, Zero Emissions Day, with Toby debuting on London’s most polluted street – Brixton Road – according to BreezoMeter’s data. Toby was then placed in further pollution blackspots near schools and in high footfall areas, garnered through analysis of BreezoMeter’s data, to raise awareness where it was needed most. Toby soon became incorporated into school lessons. And before long, other clean air groups, including the World Health Organization, called for Toby to represent them. Toby received worldwide media attention and soon became the international advocate for the issue. Toby went beyond shining a light to actually influencing UK environmental legislation, turning him from a local utility, to the global face of air pollution.

List the results (30% of vote) – must include at least two of the following tiers:

- 100 million news coverage views
- Environment Bill published by UK government
- $7.5 million funding secured by BreezoMeter
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awards
Cannes Lions International Festival of Creativity 2019
Bronze Health & Wellness
Brand-led Education & Awareness
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