Campaign by screen manufacturer Unilux enters fifth year already

Unilux's "Protect the Bugs" campaign enters its fifth season this year. The message? Using insect screens contributes to a healthy living environment - for both humans and insects. What began as a modest campaign has now grown into a widely supported message that connects with a growing social awareness. And the trade also benefits from this.

"We are not about claiming a green identity," says Dénis van Loosbroek, General Manager of Unilux. "But consumers do expect manufacturers to do what they can to contribute to a more sustainable world. Being green is no longer a choice. It has become a matter of course."

The campaign strikes a chord

Unilux's annual campaign - visible on television, online and in lots of showrooms nationwide - is not about marketing alone. It is also a response to what is going on in society. "You see it in the protests against sprayed fields in the spring. You hear it in discussions about pesticide use in the home. The call for a more ecological way of life is getting louder and louder. We want to be one of the pinpricks in that debate," Van Loosbroek said.

With the message "fresh air in, insects out," Unilux points out the usefulness of insect screens as an alternative to chemical control. Screens keep insects out without killing them. So we can help maintain the balance of nature - with a practical solution to something many people experience as an annoyance: buzzing mosquitoes or insects flying in.

Dealers benefit along with it

For specialist retailers, this campaign is more than just a well-intentioned signal. Unilux actively supports its partners with bannering, digital materials and POS materials to make the story visible - physically and online. Anyone who is linked as a dealer to the dealer locator on the Unilux website will notice this immediately. Online sales go through Unilux, but the margin goes to the connected dealer. Moreover, Unilux delivers right to the customer's front door. That saves time, ensures continuity, and creates trust.

"We see that our dealers are actually adopting our message," says Van Loosbroek. "They are often the ones who tell the story to the consumer. And because we do everything in-house, we can deliver quickly as soon as the season breaks. This cuts both ways: the customer gets a sustainable product and good service."  

Hard to measure, but noticeable

Five years of campaigning calls for reflection. What is the impact? "Fair is fair," says Van Loosbroek. "It is difficult to measure exactly what the effect of such a campaign is. But you see that awareness is growing. There is a social shift going on. We notice that even competitors are adopting the story, and that's fine. In the end, we are concerned with an overall goal: contributing to a healthier living environment."

This awareness does not come out of the blue.

Several international studies show that insect populations worldwide are in steep decline. And that's a problem. Insects are essential for the pollination of plants, for the food chain and therefore for us as humans. Screens offer a way to deal with that science without giving up comfort.

Product and message

Unilux's strength lies in combining product quality and social awareness. Everything is produced in the Netherlands, largely kept in stock and delivered within a week. Dealers receive support with assembly and delivery. The mesh is recyclable, and for specific situations there is, among others, extra strong Petscreen mesh or Poll-Tex mesh against pollen and processionary caterpillar hairs.

"Our focus is on being able to ventilate insect-free," says Van Loosbroek. "Ventilation is essential for a healthy indoor climate. And that should be possible without waking up at night from buzzing or having to spray your house full of chemicals. A screen is simply the best solution. Practical, durable and good for nature."

The trade as ambassador

So the "Protect the Bugs" campaign is not a sales pitch. It is a call for awareness, which is appropriate to these times and can enrich the work of specialist retailers. Because salespeople can also tell the story in the showroom: why insect screens are more than a summer accessory - they are part of a broader movement. And that is precisely what makes the difference.

A fun short biology lesson! 

The funniest 5 facts about mosquitoes!

1. How useful are mosquitoes?
Mosquitoes seem especially annoying, but they play an important role in the ecosystem. They serve as a food source for birds, bats, fish and other insects. Some species even help pollinate plants.

2. What does the life cycle of the mosquito look like?
A mosquito goes through four stages: egg, larva, pupa and adult mosquito. In warm weather, this process can be complete within 7 to 10 days. Most mosquitoes lay their eggs in standing water.

3. How old does a mosquito get?
Female mosquitoes typically live a few weeks, depending on the species and environment. Males live shorter lives - often only a few days. Only females sting because they need blood for their eggs.

4. What do mosquitoes come for very specifically?
Mosquitoes are attracted to carbon dioxide (exhalation), body heat, sweat odor and even certain colors of clothing. They are also more active in the early morning and evening twilight.

5. What is the most dangerous animal on earth and why?
The mosquito. Every year, more than 700,000 people die from diseases spread by mosquitoes, such as malaria, dengue and West Nile virus. This makes the mosquito responsible for more deaths than any other animal. And yet they must be protected. Because (see question 1) they play an incredibly important role in the ecosystem.