In order to combat dwindling bee populations, the city of London is launching a massive marketing campaign with the LIDA Agency and M&C Saatchi to, as Fast Company reports, 'Encourage community beekeeping and "bee-friendly behavior" like growing bee-pollinated foods (i.e. fruit trees, tomatoes, and soft fruits), buying locally sourced honey, and minimizing pesticide use in gardening.'
The article continues:
The Capital Bee campaign, part of a larger push to create 2012 community food growing spaces in the city by the 2012 Olympics, is also training 50 community beekeepers. The city already has 2,500 registered hives, but lost a third of its bee colonies in the winter of 2009--'10 because of Colony Collapse Disorder.
It just goes to show that while the power of branding and marketing can be used to make us spend a ridiculous amount of money on things we don't need, it can also be used to do much good.