Netflix posters will reflect real-time pollution to promote Toxic Town series

Netflix has “polluted” its out-of-home posters for its latest series Toxic Town. 

Using Air Quality Index data from the AccuWeather Data Suite, digital posters for the series will reflect the air quality around them.

The poorer the air quality, the more the series’ poster will be obscured by white smoke. 

The posters have been placed in London, Liverpool, Manchester and Birmingham.

Media planning and buying was handled by iProspect.

The series, which stars Jodie Whittaker, Aimee Lou Wood and Robert Carlyle, follows the Corby scandal between the 1980s and 1990s, when the mishandling of toxic waste from a steelworks polluted the town’s air, leading to some children being born with limb differences. The subsequent court case in 2009 was the first to prove a link between airborne toxins and limb differences. 

Jack Thorne, who wrote the series, said: “I hope these billboards help highlight the significance of air pollution, providing the public with increased information about the air quality in their local areas."