Ah, spring—the season of blossoming flowers, longer days, and unfortunately, the dreaded onslaught of pollen-induced allergies. For years, pollen from male trees has been the sneezy culprit behind seasonal sniffles across the U.S. Why? Well, it turns out our urban landscapes have been dominated by male trees, all because they’re easier to manage—no messy fruits littering the streets. But here’s the kicker: male trees are the pollen factories, while female trees are the unsung heroes that absorb it without a sneeze in sight!

Claritin, renowned for their allergy relief, who decided enough was enough. They didn’t just want to alleviate symptoms; they aimed to prevent allergies from sprouting in the first place. Thus, the DiversiTree Project was born—a grand botanical crusade to tip the scales back in favor of female trees.

Imagine this: cities once blanketed in yellow pollen are now lush havens of female trees, from towering oaks to elegant maples. Claritin took to the streets, planting these green goddesses far and wide, transforming once-polluted backyards, gardens, and parks into sanctuaries of fresh air and relief.

But wait, there’s more! Recognizing that allergy sufferers aren’t confined to one zip code, Claritin partnered up with the Arbor Day Foundation to spread the green goodness nationwide. Through their ingenious website, anyone could snag a free female tree to plant in their own piece of earth—a true grassroots movement for cleaner air and clearer sinuses.

And here’s the cherry on top: Claritin didn’t just dig holes and cross their fingers. Oh no! They enlisted the brainpower of Cornell University for a groundbreaking study. This scientific marvel proved what we’ve suspected all along: a world flourishing with female trees means less pollen swirling in the air we breathe. Dan Katz from Cornell puts it best: “The 1st study of its kind to figure out how tree planting campaigns can reduce pollen.”

So, next time you stroll through a park without reaching for tissues, tip your hat to Claritin and their DiversiTree Project. They’ve not only planted trees—they’ve planted hope for an allergy-free tomorrow. Here’s to breathing easier, one leafy lady at a time!

Credits
Brand: Battersea
Agency: New Commercial Arts

This campaign is about:
Public Health, Trees, Cannes Lions winner, DiversiTree campaign, Outdoor Campaigns, Pollen allergies, Combat pollen allergies.

 

 
The water emergency affects 319 million people in the southern hemisphere, mainly in sub-Saharan Africa, and causes the death of 2 million children under five. The water is contaminated with bacteria and viruses, such as typhoid and cholera. Action Against Hunger, a global NGO committed to fighting the world’s hunger and thirst problems, has decided to launch a fundraising campaign to allocate new projects to purify water. But it did so using a different strategy than other NGOs: it decided to make the problem tangible, an issue far removed from the everyday lives of donors. It decided to make the problem tangible, a problem far removed from the daily lives of donors, by bottling the contaminated water and creating the Water of Africa brand. An actual product to touch the problem first hand. Thousands of bottles of dirty water, whose label, instead of showing all its qualities, as other brands do, shows all the diseases contained in the polluted water.
 

 
After creating the brand, Action Against Hunger launched it with a clear call to action: donate to make the water drunk by 319 million people the least consumed in the world. The water of Africa was launched in shops, museums, e-commerce, food app delivery, restaurants, and advertised in the press, with product placement, on social networks by influencers, with the sponsorship of sporting events, and above all was promoted by the testimonials who have launched other water brands in Italy, such as Carlo Cracco. The campaign crossed the Italian borders and reached the European Parliament with President Sassoli. Together with other MEPs, launched an appeal to stop the water emergency and make Water of Africa the least drunk water in the world.

Credits
Advertiser: Action Against Hunger
Category: Direct Marketing, Italy, Public Interest Ads, NGO, Awareness Campaign, Outdoor Ads, Outdoor Campaigns, Awareness Ads