The digital publishing house BurdaForward (including FOCUS online, BUNTE.de, CHIP, TV Spielfilm) is cooperating with the Blühende Landschaft (NBL) network - and introducing an unusual form of incentive: For every sustainability campaign booked, 500 square meters of flowering meadow will be created with immediate effect. Companies such as the DHL Group and media agencies such as OMD Germany and Zenith support the campaign and have already secured their flower sponsorship.
"Flourishing future" - DHL Group gets on board
"Making Germany bloom fits perfectly with the values of our campaign," says Arjan Sissing, SVP Group Brand Marketing, from DHL Group. The logistics provider has already established a number of sustainability programs such as GoGreen or GoTeach and did not hesitate long to support the BienenBlütenReich project of the Blühende Landschaft (NBL) network.
"Implementing a campaign for DHL Group's GoGreen makes us part of an important project," adds Jan Abendroth, Account Head at Düsseldorf-based media agency Zenith. "We support our client in moving towards more sustainability, and in this case the campaign not only communicates what DHL Group is doing for climate protection, but through BurdaForward's cooperation with NBL, it also creates something good out of itself."
The campaign directly creates new habitat: because through the cooperation of BurdaForward and the NBL, at least 500 square meters of flower paradise for bees, bumblebees, butterflies and co. will be sown. For the campaign on climate-friendly shipping and receiving with "GoGreen," DHL Group is using the new First Party Targeting, with which people interested in environmental protection, climate and sustainable living can be reached specifically on the BurdaForward brands.
1 campaign = 500m² flowering meadow
Ensuring meadows are in bloom - from now on, every company can make this contribution to the habitat of pollinating insects with its advertising campaign. As soon as a campaign with a sustainable focus is booked in the BurdaForward network, the Blooming Landscape network also becomes active. The still young climate brand FOCUS online Earth, which reaches a highly affine user base with around 8 million visits per month, is particularly popular for sustainability campaigns. Digital planner Leonie Alldorf from the media agency OMD: "For our customers, value-oriented communication is increasingly important and we actively support them in this. That's why placements in sustainable environments such as within FOCUS online Earth are particularly exciting for them."
The Burda subsidiary's campaign is part of a comprehensive climate and sustainability strategy that is being developed in connection with the company's "Goodvertising" orientation and will be consistently pursued.
This campaign will not be a flash in the pan. Especially since sustainable initiatives like this fit perfectly with our Goodvertising strategy, which we have been pursuing for more than six years. It's just a modest contribution to tackling an ecological problem, but we are convinced that even small steps can make a big difference.“
No economy without pollinators
Around two-thirds of the forest bee species in Germany are endangered, and around half of the large butterflies are affected. This is shown by the Red List of threatened animal and plant species of the World Conservation Union (IUCN). These insects have an enormous impact on the national economy, because: According to the German Federal Ministry of Food and Economics, around 80 percent of domestic crops and wild plants in Germany depend on pollination.
"Even the smallest step in the right direction can make a valuable contribution to this cause," encourages Dr. Matthias Wucherer, head of the Blooming Landscape Network (NBL), to join in. "We want to inspire companies and individuals to become active themselves. That's why we're delighted to be able to reach even more people through our cooperation with BurdaForward."
Even the smallest step in the right direction can make a valuable contribution to this cause. We want to inspire companies and individuals to take action themselves. That's why we're delighted to be able to reach even more people through our cooperation with BurdaForward.“