Myrtle Rust Invasion
Ministry for Primary Industries
All Kiwis, particularly keen gardeners, nursery managers/staff, as well as the general public.
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.
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.
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.