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A New Standard in Clean Messaging: The Case of the Hana Water Billboard

Shokobutsu Hana, a natural cosmetics sub-brand from Japanese company Lion, has launched a campaign to build awareness of the “healthy beauty brought by the power of nature” by literally cleaning a polluted river with an 88-foot floating organic billboard. The billboard is made from a special grass called vetiver which is used to treat wastewater by absorbing deadly toxins. The plant can tolerate high levels of heavy metals and nitrates, which allows it to reduce pollution and soak up pollutants found in abundance in the Pasig river in the Philippines.

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