My client for this project was Bee Native, a non-profit honey bee organization. The goal of the campaign was to generate awareness for the decline of honey bees and direct my audience to the Bee Native website where they can learn how to help. My concept behind this campaign was the idea that worker bees are very similar to the working class person because they go out to collect the pollen, make the honey, clean the hive, and suck up to their boss (the Queen bee). I chose macro photography to make make the viewer feel as if they're on a personal level with the bee. It's easy to ignore a tiny bug, but when they're enlarged and looking right at you, it's not so easy. I really wanted to get across the idea that we're not so different from these honey bees. For these reasons, I targeted commuters commuting into larger cities. This audience will be traveling via subway, car, bus and on foot. Each ad in this campaign covers one of these forms of travel.  As the campaign is running, bus shelters around the city will be filled with observation hives, with a bee keeperon duty. This will allow the public to interact with hive and learn more about how they function.