Queensland fruit fly response, Auckland, Ministry for Primary Industries
A multi-faceted communications campaign prevented the spread of the pest Queensland fruit fly in Auckland in January 2015. MPI needed the public, including those attending Cricket World Cup games at Eden Park, to comply with produce movement restrictions while the pest population was dealt with.
The campaign included extensive advertising, widespread and novel use of social media, direct community liaison and managed use of the news media. More than 530 tonnes of produce waste was collected in disposal bins and there was no spread of the pest outside the controlled area. MPI continues to have 'social license to operate' in similar response activities.