Brief:
Create a hand-illustrated campaign that solves a problem for a South African government department’s entity. The campaign must consist of a brand identity, a merchandisable item, alongside 4 out-of-home advertising touchpoints.

Problem:
Today’s younger generation (0-18) are unaware of the endangerment of the Cape Honeybee due to the lack of wildflower forage.

Insight:
This leads to food insecurity due to a lack of pollination, specifically with regards to South Africa’s apple and pear orchards which produce 95% of South Africa’s apples and pears.

Solution
The Bys’blom campaign is an Afrikaans led campaign produced by the Department of Forestry, Fisheries, and the Environment (DFFE) through the South African National Biodiversity Institute (SANBI), aiming to educate the youth of today through South-African-ised hand-crafted visuals leading to hands-on activities across the Western Cape to stimulate wildflower forage and restore pollinator populations, addressing the threat to the Cape Honey bee population and food insecurity of South Africa’s apple and pear orchards. The campaign leads the consumers to purchasing apple and pear-shaped seed packets in hopes they help the future bloom.