Overview
The Asian Longhorned Beetle (ALB) is an invasive insect that has caused the destruction of thousands of trees. The USDA wanted to raise awareness of the threat and alert citizens about what they can do to help stop the pest.

Insight
Citizen sightings are the first line of defense. So with the task of educating the public to identify a specific insect, the simpler the instructions the better.

Approach
Identifying and reporting the beetle is as simple as black and white. The campaign used engaging imagery, in stark black and white, to instantly educate while motivating participation.

Launched in August 2009 for ALB Awareness Month, radio PSAs, paid print ads, online banners, mobile billboards, transit posters, outdoor billboards, cable television and movie theater advertising encouraged people to spot the beetle. A microsite, www.BeetleBusters.info, and social media profiles reinforced the message. PR activities included outreach to grassroots publications, an interactive news release and a radio media tour. A second phase of radio PSAs and online banner ads began in October to encourage people not to move firewood.

Results
The first phase of the campaign, placed in nine states, launched in August 2009. It has already generated more than 396 million impressions, with an equivalent media value of $1,046,666 thus far.