Seed Health initiative looks for climate change solutions in consumers’ household germs

Probiotic brand Seed Health’s latest campaign, which it describes as an “anti-marketing initiative,” invites audiences to participate in a science experiment.

The brand collaborated with nonprofit Two Frontiers Project to ask consumers to collect data from their own homes to help aid in scientific research on climate change solutions.

The effort, titled The Extremophile Campaign: In Your Home, asks people to shoot a photo of a “weird microbial growth” in an “everyday extreme” environment in their home, such as a water heater or freezer, and answer a few questions about the discovery.

Scientists from Two Frontiers Project will then select 100 environments for sampling, and will provide participants kits to collect and submit microbial samples. It will then add the data to its open-source database, which researchers can then use to study the role organisms could play in addressing environmental challenges, according to a press release.

“We hope to discover a wide range of microbial traits that could drive advancements in biotechnology, environmental solutions and more,” Ara Katz, co-CEO of Seed Health, said via email to Campaign.

“We’re always seeking new ways to bring science into the culture and shift perspectives by using unexpected formats and mediums,” he added. “This approach engages the public in ways traditional advertising can’t—by inviting people to actively participate in scientific discovery.”

Reuters earlier this year reported that Seed Health was “one of the few profitable U.S. biotechnology startups” and stated that its owners were exploring a sale of the company that could value it at more than $1 billion.

“This initiative reinforces our values as a brand — grounded in the integrity of our science,” Katz said. “In a world of misinformation and the commoditization of science, this shows our commitment to doing meaningful work, putting our values into action and using science to make a real impact.”

The brand is promoting the new project through social media, primarily Instagram and LinkedIn, and on its blog, Cultured.