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    Defend the Flock

    Following the 2014–15 outbreak of avian influenza, the largest animal health emergency to date, the U.S. Department of Agriculture’s (USDA) Animal and Plant Health Inspection Service (APHIS) re-engaged Diversity to merge two legacy communications programs into the multi-channel Defend the Flock campaign to educate residential and commercial poultry growers about best practices to prevent the spread of infectious diseases.

    Incorporating design elements from the legacy programs and USDA visual assets, Diversity created a bold new logo, updated branding, advertising, a suite of materials that includes checklists (available in five languages) and infographics, social media, virtual education events, and the campaign’s first e-newsletter, which now reaches nearly 100,000 subscribers.

    Through Diversity’s outreach to agriculture departments, municipal agencies, and industry organizations, Defend the Flock resources are used in nearly 40 states, engaging a national audience of more than 500,000 followers. Engagement with 4-H, Future Farmers of America, and cooperative extension services to share customized #FlockDefender resources is activating new and next-generation poultry growers across the country.

    Services Utilized
    • Outreach
    • Public Awareness
    • Graphic Design
    • Content Development
    • Virtual Events

    Diversity created animated videos to capture best practices in biosecurity recommended by USDA and industry experts. The videos, produced in English and Spanish, consistently rank among the most viewed videos on USDA APHIS YouTube channel.