Tree pollen is the leading cause of seasonal allergies in the US, impacting over 30% of Americans. Claritin identified one pollen-producing culprit that not many experts were talking about: Male trees. Turns out, male trees produce allergenic pollen, whereas female trees don't. They absorb it. Despite this, a 1949 USDA recommendation advised cities to plant male-only trees to avoid the cleanup that comes from fruit-bearing female trees. This has led to a botanical imbalance, resulting in an increase in pollen-levels, and record-high cases of allergies. So, Claritin, the leader in allergy-relief, decided to take a stand, and not just relieve allergies, but help prevent them. Our goal was to deliver and plant female trees across America, raise awareness about this problem for allergy-sufferers, and provide policymakers with data they didn’t have in the past, proving that a future of female trees is a better, more allergy-free world for all.

Tree pollen is the leading cause of seasonal allergies in the US. But as Claritin discovered, only male trees produce pollen. Female trees don’t. They actually absorb it. And yet, for decades, cities have been advised to plant only male trees. The DiversiTree Project set out to fight rising pollen levels by making female trees accessible to everyone. We planted only female trees in cities with the highest pollen counts. But because allergy sufferers are everywhere, we partnered with Arbor Day Foundation, an organization that’s planting 500 million trees, to distribute female trees nationwide. Through our website, everyone could request their own female tree. Claritin turned America’s green spaces into allergy-fighting backyards, gardens, and parks. We even commissioned a study with Cornell University to arm policymakers with data the USDA didn’t have. With the simple act of planting trees, Claritin planted the beginning of a better, more allergy-free world.

Planting female trees, shifting perceptions, and lowering pollen levels takes time and widespread acceptance. That’s why the aim of the DiversiTree Project was to incite a movement that spread awareness, education, and action among two key audiences: those who are impacted and those who can make an impact. To create change at a local level, we encouraged individuals to plant female trees on their own land. Anyone could order a free female tree through Claritin’s website. To create change at a national level, we built partnerships in the scientific community and landscaping community, through Cornell University and the Arbor Day Foundation, respectively.

The DiversiTree Project launched in Spring 2023 – at a time when pollen levels and seasonal allergies are at their highest in America. To start, we made female trees more accessible to everyone, giving anyone the chance to order their own through Claritin’s website. Then, in partnership with the Arbor Day Foundation, an organization committed to planting 500 million trees in the next 5 years, we planted female trees in U.S. cities with the highest pollen counts. Turning America’s green spaces into allergy-fighting backyards, gardens, and parks. To arm policymakers with scientific data the USDA did not have before, we commissioned a study with Cornell University. This study became the first-of-its-kind to prove with quantifiable evidence the positive impact of planting low pollen-producing trees. With the simple act of planting trees, Claritin planted something even more important: the beginning of a movement – and a better world for allergy sufferers.

● Created over 6.5 million square footage of allergy-fighting green spaces.

● Funded and published the first research study to show the positive impact of planting low-pollen trees in the United States.

● Increased brand engagement by 59% - Ace Metrix, an iSpot company

● For every 200,000 female trees planted, we reduced up to 25% of pollen levels.

● Bayer committed to plant 1 million female trees by 2040.

● Over 130 placements in national and local outlets

● Increased brand engagement by 58%

● Through our website, female threes have been donated to 46 states across the US.

● Over 11 hours of time spent with brand only in the first two days of the campaign.