Written by
Sanne Sips
Research shows that people in the UK are missing an essential vitamin during the winter months: Vitamin G(reen) – their connection to nature. That’s why, at the start of wintertime, we launched a campaign to raise broad awareness of the wellbeing benefits of plants. For this campaign, we collaborated with Joe Bagley, known on social media as The Houseplant Doctor, and reached out to national media.
What does the research tell us?
Studies reveal that many people in the UK crave extra greenery in winter:
- 41% experience a dip in their mood during wintertime
- 52% believe houseplants have a positive effect on wellbeing
- 49% say plants boost their overall mood during the colder months
- yet 18% struggle to keep houseplants alive
All the more reason to bring more houseplants into the home and show consumers that plant care doesn’t have to be complicated.
Over 166 million people reached
To raise awareness of the positive wellbeing effects of houseplants, we distributed a press release featuring an interactive infographic. This resulted in 75 publications and a reach of 160 million people.
Ambassador Joe Bagley also spent a full day doing radio interviews and shared the campaign message across his own channels. His 15 radio interviews generated 58 additional media mentions, adding another 6.5 million to the total reach. All in all, the campaign reached 166.5 million people – a fantastic result that hopefully boosted awareness and encouraged more people to buy plants!
