Netflix British miniseries premiered a few days ago “Toxic Town”, that addresses the controversial case of discharge of toxic waste in the town of Corby and the consequent legal battle undertaken by its inhabitants. And to promote it, the platform has promoted a promotional strategy that is aligned with narrative and reflection on environmental care.
By the hand of the media agency Dentsu, has launched a outdoor advertising campaign With focus on the cities of in London, Liverpool, Manchester and Birmingham. The creative concept relies on pollution and, in this sense, graphics for digital supports adapt to real time to the surrounding air quality.
To do this, as the company itself has shared, the Accuweather Data Suite Air Quality Index data data. “If the air quality is “good” you will see a complete poster of the series. If the air quality is “poor”, we are sacrificing our posters to be covered with a white smoke cloud“; explain from Netflix.”Just because you can’t see it, it doesn’t mean it’s not happening”
“I hope these posters help highlight the importance of air pollution and provide the public with more information about air quality in their local areas“said Jack Thorne, creator of the miniseries, according to Campaign.
With this action, Netflix not only seeks to promote the new incorporation into its catalog, but also try to transmit its environmental commitments. The company recalls with this action that air quality is not only a matter of data, but what we breathe every day.
“Toxic Town”, Composed of four episodes and already available on the platform, it addresses the scandal of waste discharges after closing, in the 80s, one of the largest approaches in Europe. The town hall demolished the facilities as part of an urban regeneration program and transported the waste through populated areas through open trucks. In the early 90s, deformations rates were discovered in babies superior to those of other regions. Almost twenty families filed a lawsuit that ended in Victoria in the Supreme Court of the United Kingdom in 2009.
