The “Save the Bees” Campaign was developed for the Slovenian Beekeepers’ Association to raise awareness of the growing threats facing bee colonies and the importance of protecting biodiversity. Launched in 2010, the campaign combined a national media campaign with educational workshops, a petition, research, planting of melliferous plants, and other initiatives supporting bee preservation. The concept was later expanded into the BE BEE campaign for the meetings industry, using bees as a tangible symbol of environmental responsibility and Slovenia’s commitment to green meetings tourism. The campaign offered a distinctive way to communicate sustainability, connecting biodiversity with Slovenia’s meetings product and its ambition to become a CO2-neutral destination. It was subsequently incorporated into tourism promotion and other initiatives, including activities surrounding World Bee Day.
