Carousel30's work on the "Don't Move Firewood" campaign has had a lot of recent honors, including a 2009 ADDY Award, a Visionary Award from the Summit Emerging Media Awards, and now Advertising Age's GoodWorks column featured a homepage article on the campaign.
The piece, “'Don't Move Firewood' Campaign Expanding”, highlights the wide reaching efforts to spread awareness about invasive pests, which are often spread through the transportation of firewood across long distances. Focusing on the success of the campaign, GoodWorks notes that the Don't Move Firewood message has been exposed to an estimated six million people. The campaign was launched in July 2008 by The Nature Conservancy and the Continental Dialogue on Non-Native Forest Insects and Diseases.
In a coordinated effort with Carousel30, Don't Move Firewood utilizes several means of communications including vast a social media outreach (Twitter, Facebook, MySpace and YouTube to name a few), a soon to be released Facebook app, several micro-sites (many are soon to be released as well), banner ads, outdoor and print advertising and its Web site.
Carousel30's Chief Creative Officer Greg Kihlström is quoted in the article saying, “The 'Don't Move Firewood' campaign is spreading an important message that is informing and educating people to help save the forests and trees in their own backyards. The level of collaboration and cooperation between organizations and agencies on this project has helped to create a far-reaching campaign that spans many mediums and communicates to audiences in a clear, direct manner."
Since the release of the article, tweeters have been spreading the word for Don't Move Firewood with messages such as “Don't Move Firewood campaign http://bit.ly/9hPDz -- 2,000 Social Media Followers - est. 6,000,000 people exposed to message - Twitter works.” by chrisgetman and “Don't Move Firewood' Campaign Expanding http://adage.com/u/lllcka It makes perfect sense.” by tishpiper.
To see the article in Advertising Age, go to http://adage.com/goodworks/post?article_id=138379