The DiversiTree Project
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Graphite Pencil / Health & Wellbeing / Experiential / 2024
Award: Wood Pencil
Wood Pencil / Direct / Events
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Wood Pencil / Integrated / Large Enterprise
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Shortlist / Experiential / Responsible Activations
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Shortlist / Health & Wellbeing / Direct
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Shortlist / PR / B2C
Tree pollen is the leading cause of seasonal allergies in the US, impacting over 30% of Americans.
Turns out, male trees produce allergenic pollen, whereas female trees don't. They absorb it. However, a 1949 USDA recommendation advised cities to plant male-only trees to avoid the cleanup that comes from fruit-bearing female trees. This has led to a botanical imbalance, resulting in an increase in pollen-levels, and record-high cases of allergies.
Our goal was to create allergy-fighting areas by planting and delivering female trees across America, raise awareness about this problem.
