Images of dead bees are being used in LIDA’s campaign encouraging seven million Londoners to help save urban bees by behaving in a "bee-friendly" way.
A 'bee-movies' show depicts bees taking part in everyday London-based adventures such as cleaning a window or travelling on the Tube. it's hoped these movies will encourage Londoners to buy and grow bee-friendly food and do bee-friendly gardening.
The visuals and video clips will be used on billboards across the Tube. They are based on work by cult artist Magnus Muhr's "dead fly" images.
Pledges of support for London's bees can be made on the Capital Growth website.
Mayor of London, Boris Johnson, said: "My 'bee-friendly' pledge as mayor is to zealously safeguard our city's green spaces.
"Through Capital Growth, we aim to create 2012 community food growing spaces in London by 2012 which will provide nectar-rich plants for bees."
Pledges can be personalised but suggested bee-friendly behaviours include growing your own bee-friendly food including fruit trees, tomatoes and soft fruits, and shopping for bee-friendly foods such as locally-sourced honey or organically farmed crops.
Choosing bee-friendly gardening by minimising use of pesticides is also encouraged.
Mikey Tomkins, London Food Link, said bees should be protected because they are a vital part of our ecosystem.
"They pollinate at least 30 per cent of the food crops we consume," he said. "They are directly responsible for the growth of many fruits, vegetables, live-stock feed and even cotton for fabrics. One in three mouthfuls of the food we eat is dependent on pollination."
Capital Growth is also supporting the development of 50 new community bee hives across London to create sanctuaries for the urban bee.
Meanwhile Capital Bee is helping to train 50 community beekeepers in London.
The campaign was launched by the Mayor of London at a beehive in Hoxton, east London.