Botanica by Air Wick announces WWF Australia partnership

Botanic by Air Wick and World Wide Fund for Nature Australia (WWF Australia), in collaboration with the Australian Seed Bank Partnership, have announced a three year partnership to launch The Rare Bloom Project.

In response to the threats facing Australia’s native wildflowers, including drought and bushfires, The Rare Bloom Project seeks 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.

To launch The Rare Bloom Project, a new TVC from Air Wick aired nationally on the 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.

Botanica by Air Wick is a collection of fragrances from Reckitt Benckiser’s Air Wick and features planet conscious packaging and exotic natural ingredients.

RB Hygiene ANZ marketing director, Saurabh Jain, said: “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.”

Damian Wrigley, national coordinator for the Australian Seed Bank Partnership added: “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.”

Wrigley continued: “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.”

WWF Australia appointed Whitegrey as its lead strategic and creative agency in October 2020.

Credits

Client: Botanica by Air Wick (RB)
Creative: Host/Havas
Production: Collider / Fin Design / SongZu
PR: DEC PR

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Anna Macdonald

Anna Macdonald was a Mumbrella journalist, covering news, creative, ad standards and campaigns. She left Mumbrella in April 2022.

topics Air Wick Australian Seed Bank Partnership Botanica by Air Wick Damian Wrigley Reckitt Benckiser Romola Stewart Saurabh Jain World Wide Fund for Nature Australia WWF Australia

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