Bruce Grover. Words. Strategy. Creative Smarts. Projects

Educational Campaign

Client: United States Department of Agriculture (USDA)

Objective: To inform middle and high school students in targeted Chicago neighborhoods of a new USDA campaign to search for the Asian longhorned beetle and to provide students with the information they need to identify the beetle and report search findings. The Asian longhorned beetle is an invasive insect that poses a serious threat to America’s hardwood trees.

Solution: Co-concepted, co-wrote and co-edited copy for direct mail postcard, posters, information card and Web site aimed at middle and high school students and teachers. Materials built awareness of the invasive Asian longhorned beetle and informed students and teachers of the ways to identify the beetle and report search findings. To view the Web site please visit http://beetlebusters.aphis.usda.gov

Copy
Poster 1: Inform

Be a Beetle Buster!
And save Chicago’s trees!

Search for the
Asian Longhorned Beetle
Report Your Findings
(whether or not you see one!)
http://beetlebusters.aphis.usda.gov

Asian longhorned beetles destroy hardwood trees. You’ll find them climbing on trees and crawling on cars, benches, lampposts, and more!

Poster 2: Identify
Identify the Asian Longhorned Beetle
The ALB is a destructive pest that kills trees. Learn to identify the ALB, become a Beetle Buster, and help save Chicago’s Trees!

Here’s what to look for:

The Beetle

  • Long black antennae with white bands
  • Shiny black body
  • White spots
  • Six legs
  • 1 to 1.5 inches long
    You can find ALBs on trees or on objects near trees — check park benches, lampposts, car hoods, and more!

The Trees
The ALB grows and reproduces within hardwood trees, such as:

  • Elm
  • Horsechestnut
  • Maple
  • Willow

The Lifecycle
The ALB begins life as an egg, hatches into a larva that tunnels into a tree, transforms into a pupa, and then drills its way out of the tree as a mature beetle. The ALB is visible from late spring through fall.

The Evidence
ALBs leave characteristic signs that are easy to identify on trees. Look for sawdust and sap or these beetle signs:

  • Round or oval scars on bark
  • Dime-sized exit holes
  • Yellowing or drooping leaves or dead branches

Search this spring, summer, and fall.
Report your findings — whether you see one or not — at
http://beetlebusters.aphis.usda.gov or by calling 312–742–3385.

Using Real-Life Science To Solve a Real Community Problem




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