A new advertising campaign is kicking off to increase public awareness about why brown marmorated stink bug (BMSB) is such a nasty pest.

Jointly funded by industry groups like KVH, alongside Biosecurity New Zealand, the campaign is similar to last year and features the tagline, “It would be stink if these got into New Zealand.”

The print and digital ads will encourage people to notify Biosecurity New Zealand on the hotline (0800 80 99 66) if they spot what could be a BMSB.

Target audiences include online shoppers, DIY enthusiasts and people watching TV shows featuring biosecurity such as Border Patrol and Dog Squad. We are also thinking about targeting those watching news relating to COVID-19. From a biosecurity perspective, there are similarities between the pandemic and a potential BMSB infestation.

This joint BMSB awareness campaign has now been running for seven years. To assess the ongoing effectiveness of these efforts, an independent market research company has been contracted. We want the survey to gauge the extent of BMSB awareness in the community and among our target groups. We will use the results to fine-tune the current and future campaigns.

Read more about BMSB impacts on kiwifruit, and preparedness efforts in case it were ever to establish, here.