National Red Imported Fire Ant Eradication Program
Opportunity
Imported fire ants threaten our lifestyle, environment and economy – yet few people truly understood the magnitude of the problem, let alone the role they had to play in eradicating this deadly super pest.
Solution
We created a tactical campaign that focused on four key areas – threat to lifestyle, containment, eradication and surveillance. Each message used metaphor and evocative imagery – from barbed wire and nails to fire itself – to press home the dangers of fire ants and the human-assisted movement of contaminated materials.
The underlying message is clear and emphatic: inaction could spell catastrophe, and we all have our part to play in eradicating fire ants.
