A set of giant Netflix billboards have been erected in the UK today promoting factual drama Toxic Town, but not everyone walking past will be able to see them.
Netflix is attempting to raise awareness of Britain’s poor air quality problem by making some of the billboards harder to view than others, depending on the air quality levels of the city they are in.
“If the air quality is ‘good’ you will see a full poster for the series. If the air quality is ‘poor’, we are sacrificing our billboards to be covered in a cloud of white smoke,” said a Netflix tweet promoting the billboards earlier today. “Just because you can’t see it, doesn’t mean it’s not happening,” added Netflix of the nation’s growing issue of poor air quality.
Toxic Town launched last Thursday and charts the tragic story of the Corby poisonings.
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