Winnie-the-Pooh Saves The Bees

a national campaign to get the bees back in the trees.

The Objective:

Work with Disney to create a campaign for the classic Winnie-the-Pooh character, which would engage consumers with the brand and it’s heritage of simple pleasures that families can enjoy together, securing coverage across the national media.

Execution

Winnie-the-Pooh is well known for his love of honey, and though many people are aware of the importance of honey bees to our environment, they are not aware of the steps they can take to help encourage the honey bees to thrive. 

To highlight the simple activities that families can do together to help save the honey bee, Winnie-the-Pooh would front a national campaign to get the bees back in the trees.

 We partnered with the British Beekeepers Association (BBKA), the leading organisation supporting honey bees and beekeepers within the UK and registered charity, to create a bee-friendly guide after the results of their annual winter survey on honey bees, which showed a further loss in the UK’s honey bee colony population.

We worked with the BBKA and Egmont Publishing (the publisher of the classic Winnie-the-Pooh stories) to create a ‘bee-friendly’ guide of 10 simple steps that families could enjoy together to help save the bees, inspired by Winnie-the-Pooh – each of the 10 steps were illustrated by Mark Burgess, who coloured the original E H Shepherd black and white art, featuring Winnie-the-Pooh and friends taking part in the 10 activities across the UK. 

The guide also features a brand new short story, Winnie-the-Pooh and the missing bees, as a further element for families to enjoy.

In conjunction with the release of the results of the BBKA’s annual winter survey, which created a news hook for the national media with new figures demonstrating the current concern for the declining honey bee population, we released the illustrated ‘bee-friendly’ guide as well as organising broadcast interviews for two BBKA spokespeople to promote the campaign.

The Winnie-the-Pooh guide would be made available to download for free from the BBKA’s Friends of the Honey Bee website, encouraging families to further engage with Pooh and the honey bee initiative.

 

Results

To date, 75+ fully credited media coverage includes:

Daily Telegraph, The Times, Daily Express, Daily Mirror, Metro, Mail Online, Telegraph Online, BBC News, Guardian Online, Express Online, Mirror Online, Country Living…

+ 13 x broadcast interviews