The Michigan Department of Agriculture and Rural Development wished to get a message out to Northern Michigan farmers to store their hay and feed indoors and away from deer. Northern Michigan has had a problem with bovine tuberculosis transmission from the deer population, affecting meat and milk production. A playful treatment got the message across without sounding heavy-handed.
A second audience (hunters) was tapped to raise awareness and help the State of Michigan track the movement of Bovine TB-positive deer. Ads were also run in trade magazines.
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