In 2025, our team was invited to implement an environmental awareness campaign. The idea was simple: healthy plants are essential – for food, for clean air, for biodiversity, for climate, and for everyday life. Yet most people don’t think about this issue until problems arise. This campaign aimed to change that by building public awareness and encouraging individual action.
Environmental protection is an important topic, but it doesn’t naturally grab headlines. Our challenge was to make it relevant, relatable and visible across Polish media, while staying true to scientific accuracy and the broader messaging. We also had to build on previous editions of the campaign without repeating them. This meant finding new angles, new hooks, and new ways to engage families, hobby gardeners and curious travellers – the three main audiences we were targeting.
We started the campaign in May 2025. Our rollout was tailored to local media logic, with a focus on earned media and stakeholder engagement. We prepared and distributed a press release highlighting the launch of the campaign and its scientific background. We secured coverage in national media, including top-tier portals, and reached regional audiences with localised content. We also designed roll-ups and print materials to support educational events and exhibitions.
The campaign resulted in publications in both national and regional media, including top-tier outlets such as Ladnydom.pl and Techno-senior.com. The press release and media outreach helped to reinforce the campaign’s message around the importance of environmental health, biodiversity, and citizen engagement. The campaign also secured the support of relevant public institutions, strengthening the credibility and reach of the initiative.