Case Study: Citrus Pest and Disease Prevention Program boosts citrus disease awareness with Nuffer, Smith, Tucker Public Relations

CPDPP generates 128 million touchpoints with Nuffer, Smith, Tucker Public Relations

The Citrus Pest and Disease Prevention Program (CPDPP), a program administered by the California Department of Food and Agriculture, faced the challenge of raising awareness among California residents to prevent the spread of the Asian citrus psyllid and the deadly Huanglongbing disease. They engaged the public relations firm Nuffer, Smith, Tucker to develop an integrated communications campaign to address this critical issue.

Nuffer, Smith, Tucker executed a targeted campaign using out-of-home advertising, terrestrial and streaming radio, social media ads, and earned media outreach. This solution generated over 128 million total touchpoints and 153 earned media placements, far exceeding client expectations and successfully educating a broad representation of the state's residents on the dangers of moving citrus.

Citrus Pest and Disease Prevention Program (cpdpp)