The nation is still reeling from last year’s wildfires and the initiative aims to preserve Australia’s biodiversity through a mix of proactive seed collection, germination trials, and propagation. The project will house 120 threatened plant species’ seeds in long-term conservation seed.
“We can take action to help protect Australia’s threatened blooms, and in-turn our beautiful and unique biodiversity. Through this partnership with WWF-Australia we are proud to be collaborating with seed scientists and conservation experts from the Australian Seed Bank Partnership on research and germination programs, that support Australia’s at-risk native wildflowers for the benefit of future generations,” said RB Hygiene ANZ marketing director, Saurabh Jain.
To launch The Rare Bloom Project, a new TVC from Air Wick aired nationally this past weekend. Created by Host/Havas, the campaign shares the story of Botanica by Air Wick’s goal to connect people with nature and help protect Australia’s threatened native wildflowers.
“We are thrilled to be working with Botanica by Air Wick and WWF-Australia to help conserve some of Australia’s rarest and most threatened wildflowers,” said Damian Wrigley, national coordinator for the Australian Seed Bank Partnership.
“Thanks to this project, our partner seed banks will be working throughout fire-affected areas over three years to document fire impacts over time and collect, germinate and store seeds for use in ongoing research and restoration efforts.”
Client: Botanica by Air Wick (RB)
Production: Collider / Fin Design / SongZu
PR: DEC PR
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