Netflix has taken a bold stand against air pollution, using innovative disappearing billboards to promote its new real-life series, Toxic Town. The show is based on the infamous Corby toxic waste scandal and follows the journey of three mothers who challenge their local council over its waste management practices, believed to be causing severe health defects in children.

The four-part series features a star cast including Doctor Who's Jodie Whittaker, Sex Education's Aimee Lou Wood, and Bridgerton's Claudia Jessie.

Since its release on Thursday, February 27, the series has been a hit with viewers, topping the streaming charts over Running Point and With Love, Meghan.

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Earlier this week, billboards for the show utilised real-time air quality data to visually depict pollution levels across the country. When the air quality is good, the billboards display a full poster for the series.

However, if pollution levels increase, the poster becomes unclear and a message appears: "You can't see this ad because the air quality is currently poor according to Accuweather. ".

reports the drama was penned by Jack Thorne, who recently spearheaded Joy, another true-story show that focused on the first 'test tube baby. '

Since its debut, the Netflix release has already garnered an impressive 100 per cent Rotten Tomatoes score from eight reviewers.

Many viewers have taken to social media to share their thoughts and encourage others to stream it.

Swarming to X, which has taken over from , social media users have been vocal in their applause for "TOXIC TOWN". One user was moved to write: "If you haven't watched it yet TOXIC TOWN is a must watch. It's a true story about mothers affected by toxins causing defects in children birthed around the time. Emotional, gripping and heartfelt."

Another was staggered by the tale, saying: "#ToxicTown watch it. Completely shocking that this wasn't a national disgrace... I live 1/2 hour drive away from Corby and knew nothing of this. Also, the acting is off the scale, especially the tour de force that is #JodieWhittaker incredible performance!".

A third viewer was keen to highlight the show's complexities, praising: "TOXIC TOWN was exceptional. It's not a run-of-the-mill biopic drama just to get you to cry over mothers' misfortune, but it's also an engaging investigative drama with its emotional ups and downs. Jodie Whittaker was a firecracker with a lean mean feisty attitude."

And the admiration didn't stop there, as another fan enthused: "Just finished #ToxicTown. In my opinion, it will certainly be one of the best series of 2025!".

Jack Thorne, the writer behind Toxic Town, admitted he was initially oblivious to the case at hand prior to embarking on the project, but aimed to do the real people involved rightful honour. "The more you look into it, the more complicated it all becomes," admitted Thorne.

"I've done legal dramas before, but this one... being taken through the actual truth of it and seeing the journey that they had to go on in order to prove this, I found very surprising and shocking."

Thorne was deeply moved by the women's unwavering dedication to seeking justice from those in power, despite the immense challenges they faced. "There's just so much internalized blame that these women obviously had [to deal with]," he observes.

Yet, he adds, they managed to "collectively join together and work to actually empower not just themselves and their children, living or dead, but a whole community."

Toxic Town is streaming now on Netflix.