Plant Life Balance, a new campaign by Hort Innovation with the nursery and garden industry has launched to get Australians excited and confident about styling their homes with plants, while promoting the health and wellbeing benefits they bring.
The campaign is supported by research from RMIT and the University of Melbourne, which for the first time has quantified the effects of plants in the home, and features an augmented reality app developed to help users calculate the benefits of adding particular plants to different sized rooms.
Ben Peacock, Director for brand & sustainability agency, Republic of Everyone and campaign lead said, “It all starts with science. By working with experts we were able to, for the first time ever, quantify the health and wellbeing benefits of putting plants in your home. The results are delightfully simple.
“Just one medium sized plant can improve air quality 25% in an average room. And when you add more, you start to get a jungle feel that makes you more relaxed and better able to take on life’s challenges. Once we knew all this, the campaign wrote itself.”
add more, you start to get a jungle feel that makes you more relaxed and better able to take on life’s challenges. Once we knew all this, the campaign wrote itself.”
The research has also been used to create the world’s first augmented reality greening app. Reaching nearly 10,000 downloads since launch, the Plant Life Balance app lets people try plants in their space and see what works, before they head out to the nursery. It even rates your space and shows you the benefits of adding those plants.
To help drive awareness and engagement for the campaign, sustainability and social cause communications agency, The Bravery, has led an integrated campaign across PR, media partnerships, ambassador activation, social media (Facebook / Instagram), digital above-the-line, and influencer engagement.
“The campaign beautifully captures the current mood and trend towards greenery in your home and life,” commented Claire Maloney, Director of The Bravery.
“Whilst the digital and real-world campaign touch points also provide practical solutions that chip away at the common pain points people can experience when going from plant killers to green thumbs.”
Alex Marshall, Head of Creative & Strategy from digital creative agency, Circul8 who developed the app platform said, “Apps using augmented reality can help you visualise your space and take a large part of the uncertainty out of the equation.”
The app also features an interactive styling tool – designed by landscape designer Georgina Reid from The Planthunter – which features seven unique plant looks to try in your space.
Plant Life Balance has also partnered with renowned horticulturist, author and award winning designer Jamie Durie OAM, who has spent the last 20 years spreading the word about the multiple benefits of connecting with nature.
The app can be downloaded from the App Store and Google Play
- Client: Hort Innovation
- Strategy, creative and art direction: Republic of Everyone
- PR, social media, ambassadors and media partnerships: The Bravery
- App developers: Circul8