Rich Earth Institute Partners with LERMA/ to Launch "Pee on a Plant" to Save Water and Protect Rivers

Jan. 30, 2026

Super Bowl halftime is widely known as the nation’s biggest “Super Flush” — the largest simultaneous toilet flush in the U.S. This year, Rich Earth Institute is asking people 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, that reframes urine not as waste, but as a valuable resource — one that can help reduce water waste, ease pressure on treatment systems, and protect rivers and lakes from nutrient pollution.

Jamina Shupack, Executive Director of Rich Earth Institute said:

"Every time we flush, we're using clean drinking water to move nutrients into systems that are already overwhelmed. At a time when our waterways are experiencing historic lows and harmful algae blooms, we need smarter, more sustainable habits, even the small ones."

 

In the U.S., toilets account for nearly 30% of indoor household water use. Flushing sends nitrogen and phosphorus — the same nutrients plants need to grow — into wastewater treatment plants and waterways, where excess nutrients fuel algae blooms, create "dead zones," and harm aquatic life.

Urine, by contrast, is rich in plant-friendly nutrients like nitrogen, phosphorus, and potassium – the same elements found in synthetic fertilizers, which are costly to produce and environmentally damaging to mine.

Shupack said:

"Urine is already made, every day. The question is whether we waste it — or use it wisely."

 

Timed to the Super Bowl halftime moment, when over 120 million viewers are watching and millions step away, the campaign uses culture and humor to spark conversation around water scarcity and nutrient pollution.

The initiative was conceived and developed in partnership with LERMA/, the independent creative agency known for culture-shaping ideas that turn complex global issues into accessible, conversation-driving moments.

The campaign’s homepage message is direct: "This Halftime, Go With Purpose." Visitors to PeeOnAPlant.com or the Instagram page @peeonaplant can learn:

• How flushing contributes to water waste and harmful algae blooms
• Why urine is a natural fertilizer when properly diluted
• Simple, science-backed ways to reduce household water use

For those without a plant handy, the site also offers practical alternatives, from fixing leaks and upgrading to low-flow fixtures, to supporting the Rich Earth Institute’s efforts through donations.

As part of the campaign, an extremely limited run of "Pee on a Plant” pots will be available for purchase at PeeOnAPlant.com. 

To expand reach beyond traditional environmental audiences, creative agency LERMA/ created a 60-second launch film and 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.

Paco Conde, Chief Creative Officer at creative agency, LERMA/ said:

"This campaign is designed to be talked about. It’s surprising, funny, and grounded in real science – the kind of idea that breaks through culture while still delivering a serious message."