Overview
The Emerald Ash Borer (EAB) beetle had destroyed millions of ash trees since being detected in the U.S. in 2002. We needed to let the public know that the best way to stop the beetle from spreading was to not move firewood.

Insight
In focus groups with people who enjoy the outdoors, we found a strong attachment to “their” forests. By tapping into these feelings, we could inspire a motivating sense of responsibility for protecting the trees.

Approach
Urge the public to protect their forests by making a “Promise” to never move firewood. Fall campaigns in 2008 and 2009 featured radio PSAs and mobile billboards, online and search marketing, and an integrated website. PR activities included outreach to targeted publications, an interactive news release and a satellite radio media tour.

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.