Viral Hemorrhagic Septicemia (VHS) is a lethal virus affecting fish in the Great Lakes region of the United States. In recent years, the disease began to migrate to fish in the rivers and tributaries that are fed by the Great Lakes. The culprit behind the spread of the disease was fishermen and sportsmen who were not adequately cleaning and decontaminating their boats between use on the Great Lakes and in surrounding rivers.

The U.S. Department of Agriculture (USDA) tasked the Lindberg Group with developing online ads that would educate boaters about the threat of VHS and the steps they could take to help prevent the spread of the disease. To do this, the Lindberg Group developed a 30-second video PSA and a series of banner ads. These were placed on websites that were frequented by boaters. Sites included those dedicated to fishing in the Great Lakes and sport boating. The campaign, which had a very limited budget, generated several million impressions.