U.S. HISPANIC
This Halftime, Go With Purpose: Rich Earth Institute and LERMA/ Launch “Pee On A Plant” to Save Water and Protect Rivers
5 de febrero de 2026
The initiative reframes urine not as waste, but as a valuable, underutilized resource, one that can help reduce water waste.
Super Bowl halftime is widely known as the nation’s biggest “Super Flush” — the largest simultaneous toilet flush in the United States. This year, Rich Earth Institute is inviting Americans to pause and consider a simple, radical alternative: Pee On A Plant.
Launching ahead of the February 8, 2026 championship game, PeeOnAPlant.com is a new public-awareness campaign created by independent creative agency LERMA/ in collaboration with Rich Earth Institute. The initiative reframes urine not as waste, but as a valuable, underutilized resource — one that can help reduce water waste, ease pressure on wastewater treatment systems, and protect rivers and lakes from nutrient pollution.
“Every time we flush, we’re using clean drinking water to move nutrients into systems that are already overwhelmed,” said Jamina Shupack, Executive Director of Rich Earth Institute. “At a time when our waterways are experiencing historic lows and harmful algae blooms, we need smarter, more sustainable habits — even the small ones.”
Turning a Cultural Moment Into Environmental Action
In the United States, toilets account for nearly 30% of indoor household water use. Each flush sends nitrogen and phosphorus — the same nutrients plants need to grow — into wastewater treatment plants and waterways, where excess nutrients contribute to harmful algae blooms, oxygen-depleted “dead zones,” and damage to aquatic ecosystems.
Urine, by contrast, is naturally rich in nitrogen, phosphorus, and potassium — the same core nutrients found in synthetic fertilizers, which are expensive to produce and environmentally damaging to mine.
“Urine is already made, every day,” added Shupack. “The question is whether we waste it — or use it wisely.”
Timed to the Super Bowl halftime moment — when more than 120 million viewers are watching and millions step away — the campaign uses humor, culture, and curiosity to spark conversation around water scarcity, nutrient pollution, and everyday sustainability choices.
“This Halftime, Go With Purpose”
The campaign’s homepage message is direct: “This Halftime, Go With Purpose.” Visitors to PeeOnAPlant.com and @peeonaplant on Instagram can learn:
- How flushing contributes to water waste and harmful algae blooms
- Why urine can act as a natural fertilizer when properly diluted
- Simple, science-backed ways to reduce household water use
- For those without a plant nearby, the site also offers practical alternatives — from fixing leaks and upgrading to low-flow fixtures, to supporting Rich Earth Institute’s work through donations.
As part of the campaign, an extremely limited run of “Pee On A Plant” pots will be available for purchase exclusively at PeeOnAPlant.com.
Designed to Spark Conversation
To expand reach beyond traditional environmental audiences, LERMA/ created a 60-second launch film that will be shared with creators, athletes, entertainers, and media personalities, inviting them to engage with the idea, spark debate, and help normalize conversations around water use.
“This campaign is designed to be talked about,” said Paco Conde, Chief Creative Officer at LERMA/. “It’s surprising, funny, and grounded in real science — the kind of idea that breaks through culture while still delivering a serious message.”
Watch full campaign here
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