USDA | African Swine Fever
The Animal and Plant Health Inspection Service within the USDA asked us to promote biosecurity and create crisis communicaitons in case of an actual outbreak.
First, we needed a concept.
Here are rough ideas we showed internally.
The Final Concept
Keep scrolling to see how we applied the “Protect Our Pigs” look, feel and language across channels and audiences.
Backyard Pig Owners
A sassy pig shuts down dangerous behaviors and teaches biosecurity basics.
An emotional appeal to pig-lovers.
A sister iteration.
A fun activity book encourages families to “Print out, puzzle through, and pass around this fun activity book to learn more about African swine fever and help defend U.S. pigs. Ideal for ages 8 and up.”
Veterinarians
Large-Scale Pork Producers
Crisis Response
Activation Ideas
Some outreach tactics I came up with:
Interactive Quiz
How well do you know the signs of African swine fever? We host the quiz on our site then do outreach encouraging folks to take it, share results, challenge their friends.
The Spokespig
People weren’t taking the risk seriously so this pig is taking things into his own hoofs. Radio media tour, events, fairs, etc. - a campaign mascot.
The Line
Give people exclusive red landline telephones with one pre-programmed number: the USDA APHIS contact for reporting symptoms.
SWAT Team
Advertise a Swine Wellbeing And Testing team who will show up and test pigs within X hours of someone reporting symptoms.
Taking it Personally
Short video-based appeals from backyard pig owners pledging protect their pigs from African swine fever and encouraging others to take the pledge too.
The Talk
Encourage people to have “The Talk” when they see a fellow pig person violating biosecurity. It’s a personal subject, and we have tips to help.
The United Church of Bacon
Can we ask its members to become brand evangelists?
It’s Catchy
Write a catchy song to help farmers remember the symptoms and signs. Tried it out below with “Biosecurity Blues.”
Race to Report
Offer a cash prize for the first person to accurately report a case of African swine fever in the U.S.
Biosecurity Blues (Spec)
A pig laments its powerlessness to fight African swine fever and urges its keeper to take precautions. The lyrics scroll across the bottom of the screen, accented by a bouncing pig snout.
Verse 1
Sitting round my sty, sipping on my slop,
Need to tell you people bout a fever we gotta stop
You gotta help protect me, learn the ways to keep me safe
I'm begging you today: keep African swine fever away
Chorus 1
So wash your hands
Clean your shoes
Wear clean clothes
And cure my biosecurity blues
Verse 2
If the virus comes through, this pig’s a’counting on you,
So learn the risks baby, come and catch a clue
Learn the signs of trouble, and know just what to do
Our lives are on the line and we'll be looking achooo!
Chorus 1
So wash your hands
Clean your shoes
Don't feed me trash (No! )
And take away my biosecurity blues
VO:
Learn how to fight African swine fever and keep your pig pals safe at aphis.usda.gov/protectourpigs
