The Brief

Every one minute, children in Africa lose their lives due to infection of Malaria and 3 billion people are still facing its danger. However, as Malaria doesn’t exist in developed countries, the people can’t think of it realistically. To make people more interested in Malaria, it’s not effective enough by simply delivering message, but needed to have similar experience to feel fear. We produced transparent stickers with mosquito and message on 8/20, “World’s Mosquito’s Day”. We secretly approached passengers like mosquitoes and put them on and we explained fear of Malaria later. It says “It’s difficult to be aware of Malaria infection like the sticker. Please help us to eradicate Malaria that kills one person every minute.”

Creative Execution

・We printed message and Malaria mosquito and secretly approach like mosquito and put it on passengers without being noticed. ・We put the small stickers to more than 100 people in Tokyo and Osaka without being noticed. After we succeed to put them, we follow them and tell fear of Malaria and collected stickers. Everybody was surprised and scared to know the fact. It says“It’s difficult to be aware of Malaria infection like the sticker. Please help us to eradicate Malaria that kills one person every minute” on the sticker. This guerilla promotion became viral video and spread through You-Tube, social networks, and PR. To spread message more, we invited advocates on the web site and distributed stickers to companies and organizations.

Describe the creative solution to the brief/objective.

Malaria used to exist in Japan, but recent young people don’t know anything about Malaria. We made these kinds of people as target. The young people experienced Malaria through this campaign and spread it through social networks. They are perfect target for Malaria No More Japan as they can influence many people.

Results

-Exposed to 64 media -It's same value as 4200% exposure to promotional cost. -A number of accesses to Malaria No More Japan web site duplicate.