BASF Crop Protection: Living Acres - Preserving Monarch Butterflies

BASF, a crop-protection company, used an integrated campaign to launch its Living Acres program in the US to position itself as a thought leader in environmental stewardship and preservation.

Campaign details

Brand: BASF Crop ProtectionAgency: Padilla

Overview

Farmers and weeds are ancient enemies. So why would growers intentionally plant milkweed - long considered an invasive species — near their fields? And why would a company well-known for its crop-protection products mount a movement to help farmers grow more milkweed?

The answer is simply beautiful: monarch butterflies. This iconic species depends on milkweed for sheer survival. A milkweed plant is the sole spot where a female will lay her eggs. When caterpillars emerge, they can eat nothing but milkweed leaves.

Unfortunately, the monarch population in North America...

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