We took BreezoMeter’s hyperlocal, real-time air quality data that exists online and brought it to life where it matters most: roadside.

We took the complicated data associated with air pollution (PM10 30.35 µg/m3) and transformed it into something that was easy for the public to understand, and impossible to ignore.

We used BreezoMeter’s data, which monitored the 6 key pollutants - PM10, PM2.5 , 03 , S02 , NO2 and CO - and turned it into a self-sufficient lobbying tool.

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, a company that monitors air quality wanted to use their hyperlocal, real-time data to shine a light on how deadly this pollution is to raise awareness of their brand, both publicly and with investors.

We re-purposed a typical roadside memorial, symbolic of death, to bring the pollution 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, hyperlocal air quality data, Toby coughs when pollution is high. The higher the pollution level, the more he coughs. Every cough generated a tweet directly targeting the local MP, lobbying to improve regulations.

If government wouldn’t listen to BreezoMeter’s data, maybe they would listen to Toby - a roadside memorial that had the public’s support and the media’s attention.

By enabling Toby to be a self-sufficient environmental lobbyist he was able to expose pollution blackspots and put pressure on the relevant local MP. With the data as evidence, he was better placed to encourage them to support new air pollution laws.

Toxic Toby was powered by BreezoMeter’s live, location-based air quality data which monitors the 6 key pollutant concentrates - PM10 , PM2.5 , 03 , S02 , NO2 and CO. Toby was then triggered to react when pollution reached unacceptable levels in line with World Health Organization guidelines. This meant the higher the pollution level, the more Toby coughed, creating an effective audio-visual warning system where it mattered most: outdoors. Each cough triggered a tweet to be sent to the corresponding local Member of Parliament to inform them of the danger on their doorstep and the need to support new legislation. Toby was part local utility, part environmental activist and even piqued the interest of the World Health Organization themselves.

BreezoMeter’s data was also used to assess the current pollution hotspot so we could implement Toby where he was most needed, ensuring the right Members of Parliament were being targeted and would support the new legislation.

- Environment Bill published by UK government

- 100 million news coverage views

- $7.5 million funding secured by BreezoMeter