• People need bees. And now bees need people. Honey Nut Cheerios is committed to saving a unique breed of bees only found in Puerto Rico that holds the key for preventing bees from disappearing from the face of the Earth.

• After Hurricane Maria destroyed all vegetation in Puerto Rico, 90% of its bee population was gone. Honey Nut Cheerios wanted to create a branding campaign to communicate the importance of keeping the remaining bees alive.

• The main objective is to create awareness of the importance of saving the bees in Puerto Rico after Hurricane Maria and beyond.

A series of branded Billboards were developed all around the Island made entirely of wildflowers, becoming feeding stations that provided food for the survival of the remaining bees in Puerto Rico.

• 90% of the 150,000 bee colonies in Puerto Rico were killed by the effects of Hurricane Maria.

• All the population in Puerto Rico.

• Establish Honey Nut Cheerios as the brand that is committed to the welfare of Puerto Rico.

• A Billboard campaign was created where the billboards were made entirely of wildflowers turning a regular billboard into a feeding station for bees all around the Island.

• The campaign was launched in January 10, 2018 and still going strong.

• A total of 10 Billboards placed in key locations around the Island.

• The campaign reached the whole population in Puerto Rico.

• The bee population increased by 50% in a 1 year period according to the Puerto Rico and U.S Department of Agriculture.

• In January 18, 2019 a bill was approved by the Puerto Rico Legislature that declares the Puerto Rican bee as the patrimony of Puerto Rico and prohibits its killing and recognizes its contribution to food security and its enormous economic impact.

• More companies in Puerto Rico are joining in the Blooming for Bees initiative by planting wildflowers in their office landscapes.