This Campaign Invites You to “Pee on a Plant” During the Game

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Every year, Super Bowl halftime triggers a uniquely American phenomenon: the “Super Flush.”

Millions of viewers head to the bathroom at the same time, flushing enormous amounts of potable water, and valuable nutrients, into already strained wastewater systems in just a few minutes.

That ultra-cultural moment is exactly what the Rich Earth Institute, alongside LERMA/, decided to subvert with a campaign that’s equal parts provocative and educational. The message? Rethink urine, not as waste, but as a resource.

Dubbed “Pee on a Plant,” the campaign invites viewers to make a different choice at halftime: instead of flushing, feed a plant. The provocation rests on a simple scientific fact, human urine contains nitrogen, phosphorus, and potassium, the very nutrients found in chemical fertilizers.

Today, those nutrients are flushed away, contributing to river pollution, algal blooms, and aquatic dead zones. By redirecting urine into controlled, diluted uses, the Rich Earth Institute advocates for a more circular approach, one that reduces potable water consumption and eases pressure on treatment plants.

The Super Bowl as a cultural lever

The timing is anything but random. Super Bowl halftime draws over 120 million viewers, many of whom stand up simultaneously. For LERMA/, that synchronized spike in attention, and behavior, is the perfect stage for an environmental message without a preachy tone.

The hub PeeOnAPlant.com anchors the initiative with a blunt line: “This halftime, go with purpose.” Visitors can explore clear explanations linking flushing to water waste and pollution, alongside practical alternatives for anyone without a plant nearby, fixing leaks, installing water-efficient fixtures, or supporting the Institute’s work.

To reach beyond traditional eco circles, the campaign leans into humor and pop culture. A 60-second launch film is designed for social sharing by creators, athletes, and public figures, helping normalize the conversation around water use.

The idea even extends into physical culture with an ultra-limited run of “Pee on a Plant” plant pots, sold as activist objects at the intersection of design and statement. It’s a cheeky way to turn an uncomfortable topic into a public conversation, and a reminder that behavior change can start with a gesture as simple… and unexpected.