The Secrets of the Bees, National Geographic
National Geographic took sustainability quite literally in a recent campaign to promote a nature documentary. In partnership with Meanwhile, National Geographic used billboards as living homes for bees across Manchester to promote an upcoming documentary in a campaign earlier this spring that promoted “The Secrets of the Bees”. The documentary is produced by explorer Bertie Gregory and executive produced by James Cameron, per Famous Campaigns. Per Disney Plus, this conservation film does not sugarcoat the urgency and crisis facing bees. The North American honeybees face decline due to habitat loss, agricultural chemicals, and parasites. As the documentary highlights, bees are responsible for pollinating a third of the food we eat, meaning their decline will affect global food supplies and require global awareness and efforts. The film shares practical steps anyone can take, like planting wildflowers to restore natural habitats. Additionally, the ‘bloomboards’ or bee hotels used to advertise the film were created with Build Hollywood and the Manchester & District Beekeepers’ Association; the outward promotion for the film used bee hotels and has more than 500 bee-friendly plants used on the sites as well, per Famous Campaigns. The creative Director at Meanwhile, Rachel Mills, shared, “We’re buzzing to be part of this project. Our ambition is to encourage people to plant their own mix of shrubs and perennials to support bee populations and create a positive impact”. Michael Tsim, also a creative Director at Meanwhile, added, “Not just a two-week campaign, but something they actually benefit from, permanently”, per Famous Campaigns.
The mini bee hotels are featured across Manchester, Chrolton Water Park, Fletcher Mass Botanical Garden, Northern Quarter, and Wythenshawe Park and feature sustainably sourced cedar that had already been felled, according to Famous Campaigns. The initiative was also developed as part of the “Step Into Wonder” campaign for Earth Month, led by National Geographic in collaboration with Disney.
As consumers increasingly demand that corporations and advertising as an industry to develop more sustainable practices that cause less harm to the environment, brands and media companies can take notes on the regenerative advertising infrastructure used. Marketing campaigns can also lean towards tangible conservation efforts that pair with their narrative content to demonstrate commitment to sustainability and lead to deeper consumer engagement, per Trend Hunter. Beyond the clear environmental impact, this campaign also builds on the value of community-centered marketing. Rather than positioning conservation as solely an individual activity and responsibility, National Geographic invited local organizations and residents to become active participants. By partnering with the Manchester & District Beekeepers' Association and placing the bee hotels in public spaces, the campaign extended beyond traditional advertising to create a shared community experience.National Geographic’s campaign represents a change in how brands should approach sustainability. Instead of treating environmental responsibility as a supporting message, National Geographic incorporated conservation directly into the campaign's execution. Now the advertising efforts can serve two purposes: communicating a story while simultaneously creating measurable environmental impact. As consumers continue to scrutinize sustainability claims from corporations and media firms, creative ideas that contribute physical environmental value will become just as important as the stories they tell.
Written by Hannah Lacy
Bio: Hannah Lacy is a digital content strategist with over seven years of experience in marketing and social media, and more than a decade of experience as a freelance writer contributing to various publications. A working mother of two school-aged children, she writes at the intersection of ambition and parenthood, with a passion for storytelling, advocating for working moms, and partnering with mission-driven brands and organisations.
