Without pollination from bees, one-third of the food we eat would be at risk. The global attention garnered by some of McDonald’s franchisees who keep beehives on their restaurant roofs to support biodiversity has been significant.
Now, the initiative is expanding to include bee hotels for wild bees installed in JCDecaux’s billboards.
It is estimated that 30% of Sweden’s wild bees are threatened. A major problem is their lack of places to live. Consequently, several of McDonald’s restaurants have swapped their standard billboards for ones with built-in bee hotels, allowing wild bees and other insects to crawl in and rest.
Additionally, McDonald’s has partnered with JCDecaux to create nesting spots for wild bees on the unused backsides of billboards. Bees prefer their nests to face south, and the unused backsides of billboards heading south are being transformed into homes for thousands of wild bees and insects. The first test is located in Järfälla, and if successful, the initiative may scale up in the spring of 2020.
– The survival of bees is crucial for society. Being able to use our billboards for a good cause is a great feeling. This initiative, which grew from our franchisees’ personal commitment to the issue, has been made possible in collaboration with JCDecaux, and we are proud and happy to soon welcome our flying guests when they move into our bee hotels, says Henrik Nerell, Environmental Manager at McDonald’s in Sweden.
Agency: NORD DDB
PR Agency: Prime
Media Agency: OMD
Media: JCDecaux
For more information, contact JCDecaux’s Communications Manager, Malin Otterström.
Malin Otterström
Communications Manager
073-976 26 94
[email protected]