Select your preferred language

By clicking on a specific language, you will be redirected to the local page of the region.

More regional pages are coming online soon.

To explore our full network, visit our Offices page.


Global
Canada
United States
London

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.

Related Services and Sectors

Public Affairs

With global and local experts in over 30 markets, we know that politics doesn’t operate in a vacuum and that Public Affairs can’t either. Trusted by policymakers and clients, we have deep connections with decision makers and regulators worldwide.

Discover

Strategic Communications

Today’s businesses turn to H&K for strategic communications that ignite big ideas and transformative approaches. Our breadth of expertise and depth of knowledge enables clients to create breakthrough opportunities and address emerging risks.

Discover