Celebrating 21 Years Of Good Things Celebrating 21 Years Of Good Things

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.

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