Department of Agriculture and Fisheries

Opportunity

The program needed to make this threat real for those in industry and local business – that unless they act and become vigilant in the risk management of the movement of these super pests, our efforts to eradicate them will be thwarted. By making this personally meaningful to the target audience (who may have in the past been guided more by individual gain than community mindedness), we will better affect behavioural change and collectively bring about the end of this threat to our lifestyle as we know it.

Solution

We created an impactful image as a metaphor for the danger fire ants pose through human assisted movement of materials and asked the audience to consider what they’re actually moving. By using a powerful visual combined with the emotive words connecting to relevant recent events, the message is thought provoking and tells the evocative story of what inaction will mean.