Conduct targeted outreach in high-risk areas of texas, particularly along the texas-mexico border and in major ports of entry to help educate travelers about the risks posed by invasive plant pests…

The Department of Agriculture Animal and Plant Health Inspection Service awarded the Texas Department of Agriculture a $350,000 cooperative agreement on January 1, 2026, under the Plant and Animal Disease, Pest Control, and Animal Care program (CFDA 10.025) to conduct targeted outreach on invasive plant pests in high-risk areas of Texas through December 31, 2026.

TDA will execute a media strategy leveraging research from border and airport agencies to develop tailored creative messaging, including geofencing for targeted advertisements, radio, streaming, and display ads during peak travel periods. The recipient will resume outdoor billboard placements near high-traffic border crossings in El Paso, Reynosa/McAllen, and Laredo, and deploy advertisements in international areas of major Texas airports including Dallas/Fort Worth, Houston, San Antonio, and Austin. TDA will produce new collateral and redesign billboards with current pest threat graphics for key entry points.

Ongoing activities include auditing and refreshing signage at major Texas airports, seaports, and border ports; presenting program overviews to port authorities and stakeholders; expanding partnerships with Texas airports and deep draft seaports; and strengthening communication with Customs and Border Protection officials. TDA will address messaging for high-risk pests including screwworm, cotton leafhopper, Mexican fruit fly, citrus fruit borer, and boll weevil. The recipient will maintain an external contract for program effectiveness measurement and purchase branded promotional items to support the awareness campaign.

Place of performance is Texas, USA.

Conduct targeted outreach in high-risk areas of texas, particularly along the texas-mexico border and in major ports of entry to help educate travelers about the risks posed by invasive plant pests and diseases and mobilize them to take action to prevent further introductions or spread. Texas department of agriculture (TDA) will leverage social media and traditional advertising media, including radio, digital, billboards, and other earned and paid opportunities. They will also audit and refresh signage at highly trafficked ports of entry while adding signage to new ports. TDA will also conduct community outreach by participating in various events throughout the state. Activities to be performed: the cooperator will carry out the following activities: media strategy: leverage research from border and airport agencies to tailor creative messaging, explore new tactics such as geofencing for targeted ADS; use radio, streaming, and display ADS during peak travel periods (holidays, spring break, summer); resume mexico outdoor boards near high-traffic border crossings (EL paso, reynosa/mcallen, laredo); deploy ADS in international areas of major texas airports (DFW, houston, SAN antonio, austin). Creative development: produce new collateral for dpap partners and extend campaign reach; redesign billboards/signage with current pest threat graphics for key entry points. Ongoing activities: maintain contract with external agency for program effectiveness and measurement; audit and refresh signage at major texas airports, seaports, and border ports; present dpap overviews to port authorities and stakeholders; tour facilities for signage placement; expand partnerships with texas airports and deep draft seaports; strengthen communication with CBP officials; address messaging for high-risk pests (e.g., screwworm, cotton leafhopper, mexican fruit fly, citrus fruit borer, boll weevil). Promotional & paid media: purchase branded promotional items (e.g., luggage tags, pens, hats); paid advertising across billboards, TV, radio, print, social media (spanish, english, chinese, vietnamese); target ADS at airports, seaports, cruise terminals, and online platforms; prioritize border crossings during peak traffic. Social & digital media: post content on facebook, instagram, twitter, and blog via dontpackapest.COM; target frequent travelers, international students, and border communities. Education & outreach: develop curriculum for schools/universities in high-risk areas (RIO grande valley, houston, dallas, EL paso); participate in community events (texas state fair, houston rodeo, industry expos); engage in national conferences (APS plant health, ESA annual, travel & adventure show ). Partnership & signage: collaborate with CBP, USDA, and port authorities for signage plans and annual audits; support custom and border protection outreach with presentations and promotional materials. Deliverables and expected outcomes: funding will enable texas department of agriculture (TDA) to continue a focused, state specific DON't pack a pest outreach and awareness campaign. TDA will create and distribute high-quality media across multiple platforms to educate travelers and residents about invasive pests and the risks of transporting agricultural products that could introduce harmful pests and diseases. Intended beneficiary(IES): this program will help protect texas' agricultural production and natural environment by fostering informed, cooperative behaviors among key stakeholders and travelers, reducing the threat of invasive pests and diseases statewide. Subrecipient activities, if known or specified at the time of award: none