A probiotic brand is tying gut health to environmental sustainability as part of a recently launched campaign. 

Culturelle unveiled its Made for Human Nature platform last week with the backing of Re:wild, an environmental conservation group backed by Academy Award-winning actor Leonardo DiCaprio.

Through the Protect the Gut Microbiome campaign, the two organizations are raising awareness about gut health and urging people to embrace the need for biodiversity in the environment as well as in the body.

For those who are unfamiliar with the microbiome, that is a term that refers to the trillions of microorganisms that live inside us and help with everything from improving digestion to destroying harmful bacteria and supporting the immune system.

Dr. Robin Moore, VP of communications and marketing for Re:wild, said in a statement that humans are an indelible part of the global ecosystems that sustain life, which is what makes the awareness push associated with the Protect the Gut Microbiome so critical.

To that end, Culturelle launched two ads — a 30-second spot and an 80-second spot — to draw comparisons between endangered ecosystems like rainforests and oceans with the perilous state of the gut microbiome.

The ads exemplify how common bad habits like doom scrolling and poor eating can adversely impact gut health and contribute to further downstream effects on the body.

In addition to the spots, Culturelle is proceeding with a ‘Gut Advocate’ program featuring collaborations with social media influencers like Dude with Sign and Emily Mariko, among others.

In a recent post as part of the paid partnership, Dude with Sign is seen holding a sign with text that reads: “My tummy hurts but I’m being brave about it.”

Notably included in the caption of Mariko’s post is a disclaimer that the above statements have not been evaluated by the Food and Drug Administration and that the product is not intended to diagnose, treat, cure, or prevent any disease

The campaign was developed by Culturelle’s full-service creative agency partner Mekanism and is supported by a dedicated website: ProtectTheGut.com

Culturelle added that it will roll out additional educational materials about gut health across its social and digital media channels as the campaign continues.

“The human gut microbiome is a diverse ecosystem made up of trillions of living, breathing microorganisms that play a vital role in all aspects of human health, from digestion, to immunity, to overall wellness,” Rod Velliquette, PhD, head of global microbiome R&D at Culturelle Probiotics, said in a statement. “Yet, over the last 70 years, the human gut has collectively lost more than half1 of its microbial diversity. This led the Culturelle brand to make a poignant connection between the vulnerable state of our gut microbiome and the other ecosystems of the world. The gut is a critical ecosystem — and it’s at risk.”