El Universo newspaper: The Holy Ad

At Easter Week in Ecuador, each year around 9 million people buy a bouquet of wax palm to be blessed with holy water, endangering this species and the animals that they inhabit. So, how we change a tradition without changing faith? With Diaro El Universo and the Catholic Church we printed an ad with holy water that when folded turns into a bouquet just like the wax palm, giving to the congregation an alternative that already had the blessing from God. With church itself approving the ad, many parishioners exchanged the classic palm bouquets for our recycled ads to create their own. We found a way to start saving the wax palm, while keeping faith intact.