The United States Department of Agriculture relies on broadhead to cast light on the uncertain future of shade. The problem is the Asian Longhorned Beetle, a natural-born tree killer with no natural predators. That was until we encouraged predation by turning residents of the eastern United States into trained beetle spotters.
We created "Tree Check Month," a timely campaign with a simple call to action: "Take 10 minutes to check your trees for signs of trouble." A paid digital campaign ("Find it. Report it. Save trees.") accompanied robust social, owned and earned-media efforts. Engagement metrics went beyond vanity, achieving real success: More people reported sightings of an Asian Longhorned Beetle than ever before.
Taking down the beetle requires an on-the-go, all-hands-on-deck approach. broadhead effectively and efficiently employed social channels to communicate with the right audiences at the right times.