Myrtle Rust Invasion

CLIENT

Ministry for Primary Industries

TARGET AUDIENCE

All Kiwis, particularly keen gardeners, nursery managers/staff, as well as the general public.

TASK

To create relevant and engaging advertising to raise awareness so people know to look out for this invasive fungus that is affecting our native trees.

INSIGHT

When Myrtle rust was first discovered in New Zealand the advertising was quite simple, direct and focused on the affected trees in the high-risk areas. But after running these ads for a while, we needed to ramp it up a bit.

STRATEGY

We used ‘bomb’ imagery as the perfect metaphor for myrtle rust. And we used creative use of space in press as well as backs of trucks travelling through high risk areas.

The creative has been extremely well received and there’s been an excellent reception in the media as well.

Contact us now to find out more about how we have helped MPI develop engaging creative for myrtle rust and biosecurity issues.