The USDA came to Crosby with a killer problem. The Emerald Ash Borer beetle had invaded our forests, causing devastation and destroying millions of trees. Our task was to motivate immediate action to help stop the bug from spreading.

With the emotional appeal of the "Promise" campaign, viewers are powerfully compelled to make a promise not to move firewood, which spreads the beetle. The campaign creative was tested prior to release, and we heard firsthand from consumers that they appreciated and connected with the positive appeal from the USDA.

The fully integrated campaign kicked off mid-May in 13 states with TV, radio and print PSAs, paid outdoor on key travel routes and web banners on sites such as Weather.com and MapQuest, along with a campaign microsite and extensive media relations.

The USDA wanted powerful exposure to help support each state's grassroots efforts. So far, the campaign has earned equivalent media value in excess of $4 million with over 550 million impressions and 50,000 web visits to the microsite, exceeding all expectations.