The Asian Longhorned Beetle (ALB) is an invasive insect that has caused the destruction of thousands of trees in Illinois, New York, New Jersey and Massachusetts, and has put trees in other states at risk. The USDA wanted to raise awareness of the threat and alert citizens about what they can do to help stop the pest.

Insight
Citizen sightings are the first line of defense. So with the task of educating the public to identify a specific insect, the simpler the instructions the better.

Approach
The beetle is a black and white insect in a full-color world. So identifying and reporting it are simple — as simple as black and white. The campaign used engaging, graphic imagery, in stark black and white, to instantly educate while motivating participation. Launched this August for ALB Awareness Month, radio PSAs, and paid print, online banners, mobile billboards, transit posters, outdoor billboards, cable television and movie theater advertising encouraged people to spot and report the beetle. A microsite reinforces the message. PR activities include outreach to grassroots publications, an interactive news release and a radio media tour.

Results
The first phase of the campaign, placed in nine states, launched in August 2009. It has already generated more than 396 million impressions, with an equivalent media value of $1,046,666 thus far.