BASF

Convincing farmers to plant weeds.

Farmers only want to do one thing with weeds: kill them. But with the monarch butterfly in danger of becoming an endangered species due to habitat loss, planting milkweed in non-crop acres was a way to not only help monarchs, but also benefit farmers’ land and business. That’s why we created the BASF Monarch Challenge to convince farmers that planting milkweed was the right thing to do not just for the butterflies, but for themselves.

Campaign
Video
Social
Event
PR

Tough Love

Farmers only want to do one thing with weeds — kill them.

True Love

Planting milkweed in non-crop acres not only helps monarchs, but it also benefits farmers' land.

To convince farmers to take the Monarch Challenge, we made it easy for them — we showed up at farm shows and events with experiences that opened their eyes to the issue. We sent them milkweed stems, and we even offered to come plant them. We educated farmers about how monarchs and pollinators benefit crops, and how planting milkweed can improve the biodiversity — and production — of their farms, all without disrupting their business. The campaign appealed to their connection to the land, as well as their desire to build sustainable operations they can hand down to the next generation of farmers.

Looking for a fun and educational vacation? Try the #MonarchRoadTrip.

When it comes to sustainability on the farm, helping butterflies is only the beginning.

0 116 k
milkweed stems planted
0 600 k
potential monarchs helped by habitat
0 1
species kept off the endangered list