The Emerald Ash Borer beetle had devastated millions of ash trees since being detected in 2002. The USDA wanted to increase awareness of how to stop the spread of this invasive pest.

Insight
People get enjoyment from outdoor recreational activities and believe that trees are critical to the quality of life. But transporting firewood to campsites and cabins was spreading the beetle, which had been spotted in 10 states. More people needed to get the message that the only way to stop the beetle is to not move firewood.

Approach
The “Promise” campaign concept urged the public to protect their forests by pledging not to move firewood. Public service radio spots and a mobile billboard campaign encouraged people to make their own promise at a special micro site, www.stopthebeetle.info.

Results
The public service campaign has earned an equivalent media dollar value of more than $4 million with over 550 million impressions. In just a few short weeks of the launch, 50,000 visitors have learned more at the campaign microsite.