Image via Minefields Honey
To raise awareness of the multitude of minefields that are embedded into the Ukrainian landscape, creative agency Saatchi & Saatchi has teamed up with the Ministry of Foreign Affairs of Ukraine to create an eye-catching product: Minefields Honey.
According to the Ministry of Internal Affairs, mines fill 30% of the country’s territory—over 174,000 square miles, lining the likes of private land, infrastructure, forests, and fields. It could take billions of dollars to reverse this.
More concerningly, the abundance of explosives poses a threat to affected residents, making the ground unsuitable for agriculture or raising livestock.
As such, Saatchi & Saatchi partnered with agrarian company Kernel to launch drones into the mined areas—not to do more harm, but to sow special seeds of honey-producing plants. The hope is to attract bees, who do not fear the mines, to collect nectar as these plants sprout.
Once the honey has been collected, it will be turned into exclusive Minefields Honey for Ukrainian diplomats to present at international visits. Acting as a gift to representatives from other countries, the sweet-tasting treat doubles as a stark reminder of mine danger.
Dmytro Kuleba, Minister of Foreign Affairs, remarked that the project would “draw more attention to the issue of Russian landmines on Ukrainian soil.” He hopes it will encourage other nations to offer resources to resolve the issue.
Katerina Spivakova, director of communications at Kernel, called the initiative “inspired and life-affirming,” outlining the unconventional way beekeepers now have access to once-unusable land as a show of “belief in our homeland and its resilience.”
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[via LBB Online and The Stable, cover image via Minefields Honey]
by rrollins
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