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The Mayor of London, Boris Johnson, is launching an innovative campaign to encourage 'bee-friendly' behaviour and help support London’s vital bee population.

The initiative will run across outdoor, on the London Underground and humorous video clips will appear online.

Created by Lida on a pro-bono basis, the ads contain redesigned original artwork by artist Magnus Muhr. They include a bee being carried on a stretcher by two other bees and a bee using an oxygen mask. The ads were written by John Fazio and art directed by Chris Whitehead. The campaign will encourage Londoners to visit the Capital Growth website to find out why bees are essential to London living