DENGUE BOTTLE

Bronze Spike

Case Film

Presentation Board

ClientMAYNILAD WATER SERVICES
ProductANTI-DENGUE FEVER CAMPAIGN
EntrantY&R PHILIPPINES Manila, THE PHILIPPINES
Type of EntryPR: Sectors & Services
CategoryB03. Corporate Reputation
TitleDENGUE BOTTLE
Product/ServiceANTI-DENGUE FEVER CAMPAIGN
Entrant Company Y&R PHILIPPINES Manila, THE PHILIPPINES
Advertising Agency Y&R PHILIPPINES Manila, THE PHILIPPINES

The Campaign

Hundreds die of Dengue fever in the Phils. What people don't know is an effective mosquito trap can be made using materials available in any Filipino household, plus a key ingredient: clean water. Maynilad, the company that supplies clean water to the Phil. capital, distributed hundred upon hundreds of these mosquito bottle traps to Filipinos. After its effort, the World Health Organization (WHO) sated that the Philippines had 55% less Dengue cases and 38% less deaths from Dengue vs. same time of previous year. Because the trap only works with clean water, this present a clear PR opportunity for Maynilad and the service it provides. The effort received thousands media impressions for Maynilad creating goodwill among its consumers in particular, and the Filipino population in general.

The Brief

The objective of the effort was to create goodwill for Maynilad as a responsible corporate citizen among consumers, public health officials, government and the broader Phil. populace by demonstrating the power of the very service it provides: clean water.

Results

After the bottle trap was launched, the Western Pacific Regional Office of the World Health Organization (WHO) in its Dengue Situation Update (February 21 2013) stated that Dengue cases in the Phils. plunged by 55% vs. same time last year. It also said there were 38% less deaths due to Dengue, also compared to same time previous year. Needless to say, the effort was featured by media, giving Maynilad thousands of impressions.

Execution

An effective anti-dengue mosquito trap can easily be made. Using ordinary items found in most homes--like empty water bottles. brown sugar, yeast and clean water--even poor families can afford to protect themselves effectively from Dengue. Once all ingredients are put in the bottle, the mixture produces Carbon Dioxide which attracts mosquitoes. Lured by the scent, they enter the bottle and die there, as they won't be able to leave the trap. Hundreds upon hundreds of these bottle traps were produced and distributed by Maynilad to Filipinos.

The Situation

According to the WHO, Dengue fever is now the most deadly mosquito-borne viral illness in the world. It has recently been declared as the fastest-spreading tropical disease on earth, infecting an estimated 50 million people in more than 125 countries. In the Phils., more than 178,000 fell ill to the disease in 2012 alone. This resulted in hundreds and hundreds of deaths.

The Strategy

Dengue mosquitoes breed in dirty water. To fight Dengue, use clean water. Maynilad decided to take up this challenge. Having discovered that simple technology is available to prevent it-making use of the most common household items, primary among them being clean water--Maynilad decided to produce hundreds and hundreds of these traps. Bottle traps Maynilad could distribute to poor communities who are most vulnerable ti Dengue fever, demonstrating to them that with clean water, they two have the power to protect their loved ones from Dengue.

Credits

Name Company Position
Mary Buenaventura Y/R Philippines/Inc. Chief Operating Officer
Kathleen Camus Y/R Philippines/Inc. Account Manager
Agnes Almasan Y/R Philippines/Inc. Account Director
Ariel Bautista Y/R Philippines/Inc. Producer
Grace Benesa Y/R Philippines/Inc. Art Director
Badong Abesamis Y/R Philippines/Inc. Executive Creative Officer
Marcus Rebeschini Y/R Singpore Chief Creative Officer