Minnesota’s lakes and the waterways that connect them are under threat by invasive carp. These huge fish (up to 100 pounds) threaten to destroy the biodiversity of our lakes, and since they can jump up to ten feet into the air, they are a physical threat to anglers, boaters, swimmers, and other waterway users. Our challenge was to design the fight against these invasive fish. This campaign specifically focused on ways to inform boaters about the danger of using river locks—one of the major ways invasive carp move upstream. Update: The upper Mississippi locks have been permanently closed.