Government
· Campaign · Multilingual
USDA: Pigs Don’t Fly
From
From: African swine fever biosecurity guidance
From: African swine fever biosecurity guidance
From: African swine fever biosecurity guidance
From: African swine fever biosecurity guidance
To
Pigs Don’t Fly
Client
USDA APHIS
USDA APHIS
Agency
Sage Communications
Sage Communications
My role
Creative direction
Creative direction
Years
2022–present
2022–present
Fig. 01
Pigs Don’t Fly on an airport baggage-claim screen.
01
The gap
The gap
Government health messaging tends to sound like government health messaging. The people this campaign needed weren’t reading policy briefs. They were rushing through airports, with about three seconds between checking a phone and boarding.
Government health messaging tends to sound like government health messaging. The people this campaign needed weren’t reading policy briefs. They were rushing through airports, with about three seconds between checking a phone and boarding.
On one side
USDA APHIS, keeping out a swine disease that has never reached the U.S.
On one side
USDA APHIS, keeping out a swine disease that has never reached the U.S.
On the other
International travelers who had never heard of it, heading to their gate
On the other
International travelers who had never heard of it, heading to their gate
02
The translation
The translation
The idea that crossed
Humor instead of fear.
The idea that crossed
Humor instead of fear.
What we made
Out-of-home placements in major airports
Social media and digital display
Video and radio
Children’s coloring books
Native-language creative in Spanish, French, Haitian Creole and Mandarin
A cartoon pig finds its way through an airport, and the campaign shows up where travelers already look: terminals, feeds, screens and radio. With the Sage team, we made it in Spanish, French, Haitian Creole and Mandarin from the start instead of translating it later.
What we made
Out-of-home placements in major airports
Social media and digital display
Video and radio
Children’s coloring books
Native-language creative in Spanish, French, Haitian Creole and Mandarin
A cartoon pig finds its way through an airport, and the campaign shows up where travelers already look: terminals, feeds, screens and radio. With the Sage team, we made it in Spanish, French, Haitian Creole and Mandarin from the start instead of translating it later.
Fig. 02
Key art.
Fig. 02
Key art.
Fig. 03
Out-of-home poster in an airport terminal.
Fig. 03
Out-of-home poster in an airport terminal.
Fig. 04
The campaign in other languages.
Fig. 04
The campaign in other languages.
03
What happened
What happened
561M+
561M+
impressions
impressions
110M+
110M+
video views
video views
1.9M
1.9M
clicks
clicks
783,000+
783,000+
landing page visits
landing page visits
As of March 2026.
Recognition
2023
Platinum, Hermes Creative Awards
2022
Platinum, MarCom Awards
Good to know
African swine fever has never reached the United States. This campaign’s job is to keep it that way.
04
What I did
What I did
I’ve led creative direction on Pigs Don’t Fly at Sage since 2022. With the Sage team, we built the campaign around one tagline and one cartoon pig, and made it multilingual from day one.
I’ve led creative direction on Pigs Don’t Fly at Sage since 2022. With the Sage team, we built the campaign around one tagline and one cartoon pig, and made it multilingual from day one.
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