Claritin - DiversiTree

Tree pollen is the leading cause of seasonal allergies in the US. However, as Claritin discovered, male trees produce pollen. Female trees don’t. They actually absorb it. And yet, for decades, cities have been advised to plant only male trees based on a 1949 USDA recommendation. The DiversiTree Project set out to fight rising pollen levels by making female trees accessible to everyone. For the 1st time, a campaign turned America’s green spaces into allergy-fighting backyards, boulevards, and parks.

Role: Creative Director.