Netflix has partnered up with the British Bee Charity to create several ‘Growin Atkinson’ sculptures to raise awareness for endangered bees and to promote its Rowan Atkinson-fronted series Man vs Bee.
The sculptures are not only life-size lookalikes of the actor but are also laden with pollen-filled wildflowers like petunia and helianthus. Showcased exclusively outside St Paul’s Cathedral, the initiative aims to attract bees and raise general awareness.
The news comes a week after Netflix placed an out-of-home (OOH) billboard in Manchester with accompanying 3D bees to promote its new Man vs Bee series.
British Bee Charity research found that over a third (35%) of Brits have recognised a sizeable decline in bee populations in their local areas this year. Experts believe that 17 species of UK bee are now extinct, with many more at risk of the same fate.
While two thirds (66%) of people in the UK are now ‘worried’ about the decline of bees, only 70% of people can actively identify the honeybee or bumblebee. A reported three in ten members of the public do also not know why bees are important to the environment.
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“For the most part, people know that honey comes from bees, but few realise there are over 250 species of bumble bees and solitary bees in the UK,” The British Bee Charity representative Greg Bool said.
“With so many people now aware that “bees need help” there’s been an upsurge in the number of honeybee hives in the UK when perhaps we should be educating people on providing more pollen-rich flowers and plants for hungry bees and pollinators.”
“This is why we have partnered with Netflix to create a series of bee-friendly edible flower planters in British national treasure Rowan Atkinson’s likeness – to mark the launch of Man vs Bee, whilst raising awareness of how to support the plight of native species of British bees and pollinators at the same time.”
The charity, with the help of the streaming giant, are encouraging the British public to plant as many as 4000 square meters of wildflowers across London by giving away wildflower seeds.
The real non-sculptured version of Rowan Atkin added: “My alter ego, Trevor, may go to battle with a bee, but personally I’m pleased to have these eccentric statues help raise awareness of the plight of native British bees in this country. Packed with pollen, nectar and flowering plants to help raise a smile, make people consider the environment and create something of a bee buffet in an effort to help them survive the summer.”
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