Overview
Citrus Greening disease poses a huge threat to America. Left unchecked, it could wipe out our citrus industry. The USDA wanted a public service campaign to educate key audiences in citrus-growing locations from Puerto Rico across the southern United States to Hawaii and Guam.

Insight
People spread the disease by moving citrus plants. Transforming this seemingly innocent act into a destructive menace became the goal. The solution became an engaging idea that unites the playful and festive appeal of these tropical fruits with a deadly serious message.

Approach
Invent a pinball game where the ball becomes a citrus plant spreading destruction with every score. The viewer is thrown into a world of fast action, bright colors and mesmerizing animation. The announcer asks, “Are you playing a dangerous game with the future of America’s citrus?” And ends with the simple appeal of “Don’t risk citrus. Don’t move citrus.”

Results
In the first month of distribution, the TV PSA scored nearly 17 million impressions, totaling more than $400,000 in earned media, with the radio PSAs not far behind. In the same period, the website received nearly 10,000 page views, with an average time on site of 2 1/2 minutes.