To mark the campaign, run in partnership with the British Beekeepers Association, a "Wall of Seeds" will be installed at the Queen’s Walk in London’s Southbank Centre on 26 and 27 May from 10am-8pm, where visitors can collect their own bee-friendly, wildflower seed packet to help support the #BringBackTheBees movement.
Burt’s Bees will give away 6,000 wildflower seed packets over the Bank Holiday weekend, out of a total of 12 million. People can sow the seeds in their garden, balcony, porch or window box.
Previous activations for the campaign have encouraged people to create a "selfless selfie" online, using custom filters of flowers in bloom, with the Burt's Bees Foundation planting wildflower seeds in return for selfies made on the website.