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Soil Association Animation

Neonicotinoids are a type of insecticide which can be harmful to bees and have been linked to current bee declines. Our campaign for The Soil Association provoked the European Commission to agree to a EU wide ban for two years from December on some neonicotinoid chemicals used on crops attractive to bees.

The brief

The Soil Association asked Mentor Digital to come up with a digital campaign to raise awareness of this important issue. Whilst remaining light hearted in approach the campaign needed to convey a serious message in a clear and easy to digest way.

Mentor Digital provided;

  • Video concept & creation¬†
  • Web design
  • Email newsletter campaign design
  • Viral seeding
  • Digital marketing
  • Banner campaign

What we did

The Campaign succeeded in obtaining over 20,000 signatures in favour of banning Neonicotinoids in the UK. In April 2013 the European Commission agreed to a EU wide ban for two years from December on some neonicotinoid chemicals used on crops attractive to bees. 

The video made use of a well-known tune 'Don't worry, be happy' reworked using the sound of bees buzzing, the implications was that we need to help our bees to 'bee' happy. Using a child-like animation style increased the impact when unexpectedly at the end the bees all die.