BRIEF This Terminix Roach insert was created to support the current “Seeing is Believing” Terminix campaign which aims to convince homeowners they should be proactive versus reactive when it comes to their pest control. Homeowners typically see a bug, kill a bug. So for them to be proactive, we need to help them see what’s lurking behind their walls and understand the real threat pests pose to their home. SOLUTION We created a disruptive way to help homeowners see what they usually can’t see — pests entering their home through a very small crack. In this case, the center bind represented the small space it takes for pests to enter a home. And by placing the insert in the middle of a Dallas Home Tour brochure, we found a way to expose the truth in a powerfully relevant medium. As homeowners toured the beautiful homes, they felt the importance of “getting to pests, before pests get to them”.