The Brief

Dengue fever is the most deadly mosquito-borne viral illness in the world. In the Philippines, hundreds upon hundreds die from it every year.

Describe how the promotion developed from concept to implementation

What people don't know is that simple technology is available to prevent it. All it takes is clean water-plus brown sugar and yeast placed in a bottle. Producing carbon dioxide, the mixture attracts mosquitoes, trapping and killing them inside the bottle.

Describe the success of the promotion with both client and consumer including some quantifiable results

Maynilad received thousand of media impressions because of the effort. After this, it was reported by the Western Pacific Regional office of the World Health Organization (WHO) in its Dengue Situation Update (21 February 2013) THAT DENGUE CASES ACTUALLY FELL BY MORE THAN HALF. THERE WERE 4,866 LESS CASES--plunging 55% vs. same time last year. And all it took was to unleash the power of clean water.

Explain why the method of promotion was most relevant to the product or service

Maynilad, a company that supplies clean water to the Philippine capital distributed hundreds upon hundreds of these bottle mosquito traps to Filipinos.