An Integrated Campaign to Save California’s Citrus
Opportunity
On behalf of the California Department of Food and Agriculture, for more than a decade, NST spearheads a statewide outreach campaign called the Citrus Pest & Disease Prevention Program, which focuses on a small but dangerous pest called the Asian citrus psyllid (ACP), which spreads the deadliest citrus disease in the world called Huanglongbing (HLB). With disease detections escalating at exponential rates in recent years, the state’s $3.4 billion citrus industry is at risk.
Approach
NST used a variety of tactics to manage homeowner, industry and elected official communications to encourage the public to take the necessary steps to save California’s iconic citrus, including:
- Dedicated websites for industry members and homeowners
- Public service announcements and audio news releases
- Billboards, move theater and radio ads
- Utility bills and door hangers
- Collateral creation and distribution
- Elected official collaboration and education
- Hyperlocal event participation
- Social media and other digital outreach
- Heavy media relations
- Trade show coordination and attendance
Results
171 million total impressions from October 2017 to June 2019
492 media stories garnered 59.7 million estimated impressions
87,152 pieces of collateral distributed
Services Provided
Collateral Development, Creative Services, Public Affairs, Social Media, Media Relations