Buzz the bee buzzes off boxes to preach about pollinator population plight

General Mills has removed its longtime honeybee mascot, named (what else?) Buzz, from boxes of Honey Nut Cheerios in Canada. The stunt leads people to a CSR campaign website, Bring back the bees, where concerned friends of insect-kind can learn more about the population crisis facing these important creatures, get a package of wildflower seeds (bee food, essentially) and enter to win one of several bee-friendly garden makeovers.

The brand also made the video below, which asks why humans, who are always going out of their way—and sometimes even risking their very lives—to help mammals, birds, reptiles and fish, can't also help a type of insect that provides critical services to the ecosystem.

Goodness knows the diets of Ad Nut and many woodland friends depend on having pollinators around to do their noble pollinating work. Hey, so does yours!