Extensive market research revealed a lack of knowledge among new bird owners, particularly urban residents.  Diversity developed an integrated campaign that combined humor with practical health and safety information to reach and educate multicultural, cross-generational audiences. Creating the “spokesbird” Healthy Harry and conducting annual “Cutest Bird” photo contests generated engagement with the campaign.  Diversity recruited the celebrity “Chicken Whisperer” as a spokesperson and communicated key messages via webinars, social media, paid media, earned media, and an annual full-color calendar in English and Spanish.

The award-winning campaign generated millions of impressions and drove thousands of visitors to the APHIS website for up-to-date information.  Partnerships with Purina Nutrition and Tractor Supply extended the reach of the campaign through placement of safety tips on more than 100,000 cartons delivering baby chicks and over one million poultry feed bags.

Diversity produced a series of six videos featuring USDA veterinarians and the campaign’s animated “spokesbird” Healthy Harry.  Filmed on location, the videos communicate and demonstrate best practices for biosecurity.  The videos were promoted via social media and brought thousands of visitors to USDA’s YouTube channel.