With more than 120 million viewers expected to tune in to the Big Game, halftime has become one of the most predictable moments of the night—millions of people simultaneously heading for a bathroom break. This year, LERMA/ is inviting viewers to rethink that routine with a sustainability-driven (and humor-forward) initiative: Pee on a Plant.
Developed in collaboration with the Rich Earth Institute, a nonprofit dedicated to protecting waterways, the campaign encourages people to keep nutrient-rich urine out of wastewater systems and instead return those nutrients to the soil—reducing water pollution and replacing synthetic fertilizers in the process. It’s a small behavioral shift with the potential for meaningful environmental impact.
Pedro Lerma, CEO & Founder at LERMA/ Advertising shared on LinkedIn: “This Sunday during the big game instead of participating in the Super Flush, consider an alternative…
We had fun working on this. I hope you like the work.”
At the center of the initiative is The Pee Pot—a purpose-built, design-forward ceramic vessel created to make the idea both approachable and actionable. Good-looking enough for your home and good-vibing enough for the planet, the Pee Pot serves as a reminder that when nature calls, you can help nature thrive.
Each Pee Pot is designed and handcrafted by Adam Knoche, a ceramic artist based in McKinney, Texas (@knocheclay). Every piece is made with intention, craftsmanship, and care, and all proceeds from the Pee Pot will benefit the Rich Earth Institute and its ongoing work to protect rivers and lakes.
Of course, a campaign like this comes with a few important disclaimers. Urine is not intended as a replacement for water and should always be heavily diluted before being used on plants. While it can be an effective fertilizer for crops like wheat, barley, and other produce, basic hygiene and common sense apply—don’t pee on a plant and immediately eat it. And despite the campaign’s claim that this is the “#1 way to save our rivers and lakes,” that statement is very much rooted in potty humor (#1 being peeing, #2… well, you know).
LERMA/ reminds participants to use discretion. This is a sustainability initiative, not a spectator sport.
For recommended practices and more information on fertilizing with urine safely and effectively, visit the Rich Earth Institute’s Fertilize with Urine resource page.
About the Rich Earth Institute
Rich Earth Institute engages in research, education and technological innovation to advance the use of human waste as a resource. Turning theory into practice since 2012, their work of reclaiming urine as a fertilizer addresses pressing issues in agriculture, water quality, and water conservation. For more information, visit www.richearthinstitute.org.
