Campaign “bee helper“ convinces two independent juries
From hardworking bees - for hardworking bees: The information campaign “bee helper“ („Bienenhelfer“), developed by segmenta for Schwartauer Werke, was honoured twice with the PR Report Award and the German Award for Online Communication (Deutscher Preis für Onlinekommunikation) in 2016.
Together with the German bee expert Prof. Dr. Jürgen Tautz, founder of HOBOS (HOneyBee Online Studies) of the University Würzburg, Schwartauer Werke founded the sustainability initiative bee careful in 2014. bee careful is an engagement to protect bee health and fruit diversity. segmenta played a leading role in the initiation and implementation of the initiative.
The aim of the bee helper campaign was to support the initiative bee careful. With its slogan „Du brauchst DIE BIENE braucht Dich!“ (“You need THE BEE needs you!“) the campaign raised public awareness of the threat to the health of honey bees.
With great success: Via product/POS, a microsite, social media und blogger relations we put the little known issue of bee mortality on the consumers´ personal agenda and motivated people to become bee helpers themselves.
Two independent juries of renowned communication experts were convinced by the campaign: In November 2016 it was honoured with the PR Report Award by the magazine „PR Report“. In June 2016 the campaign won the German Award for Online Communication (Deutscher Preis für Onlinekommunikation), which is awarded by the magazine „pressesprecher“. Two prestigious awards, which are awarded annually to the creators of campaigns and projects in the fields of classic PR and online communication.
Recently the campaign was nominated for the International German PR Award 2017 (Internationaler Deutscher PR Preis) by the DPRG (German Public Relations Association).