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United States

Case Study

Air Wick

A scent-sational campaign to save the Monarch Butterfly

  • ServicePublic Affairs, Strategic Communications
  • Capability

    Media Relations, Content & Publishing Strategy

North America has lost millions of acres of native wildflower habitat, directly endangering the monarch butterfly, an important pollinator. To help protect the butterflies, JeffreyGroup, a Hill & Knowlton company, connected the cause to Air Wick’s brand purpose of bringing the power of scent and nature into homes.

Activating on brand purpose

With monarch populations down 80% in eastern North America, the crops of indigenous communities in Mexico were directly threatened, with potentially catastrophic consequences for the country's ecosystems and economy. To create awareness for this issue, drive conversation and protect the endangered butterflies, JeffreyGroup and Air Wick collaborated on the together for the wildflowers and the monarch butterfly campaign.

The team leveraged media relations, a virtual roundtable, social media and influencer activations and local partnerships to establish and rebuild wildflower gardens and restore native wildflower habitats. Altogether, the collective efforts resulted in the planting of 750 thousand trees.

Driving coverage, growing the Monarch population

Media coverage surrounding Air Wick’s efforts was 100% positive, although, more importantly, in its first year alone the project helped contribute to an increase in the Monarch butterfly population after the first hibernation following the campaign.

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