Popular shampoo brand Herbal Essences are highlighting the dwindling butterfly population, and hope to bolster it, by creating billboards with wildflower seeds than can be picked.
The striking billboards set up across London in Kentish Town, Old Street and Clapham have leaves which can be picked. The leaves are envelopes containing wildflower seeds, which consumers are encouraged to plant at home to encourage the butterfly population.
Like bees, butterflies are pollinators. With 17.2% of butterfly species endangered in the UK, the scheme hopes to combat the decline in population.