Canadian children, prepare yourselves: Buzz the Honey Nut Cheerios mascot is taking a leave of absence.

A newly unveiled cereal box features a blank cutout where the mascot used to be. Even more surprising, however, is that the marketing move is actually inspired by a serious cause: the decimation of the world’s bee population.

As Mashable explains, bees (and butterflies) are in serious danger—a startling development given that bees not only produce honey, but they’re also essential to our food system at large thanks to the role they play in pollination.

Emma Eriksson, director of Marketing for General Mills Canada, commented on the decision the decision to pull Buzz:

This is the first time in the brand’s history that we’ve taken ‘Buzz’ off the box. One-third of the foods we depend on for our survival are made possible by the natural pollination work that bees provide. With ongoing losses in bee populations being reported across Canada, we wanted to leverage our packaging to draw attention to this important cause and issue a call to action to Canadians to help plant 35 million wildflowers—one for every person in Canada.”

Canadians hoping to take part in the initiative can request a pack of free wildflower seeds in the mail. Meanwhile, General Mills has released a pull-at-the-heart-strings clip explaining why we should care just as much about saving the bees as we do all the cuter animals.

[via ADWeek]