The Campaign

Challenge: Malaria is a disease that takes the life of one person every second in the world. The challenge is to increase understanding and awareness of malaria in Japan and Thailand, where damage from malaria does not occur. Aim: To have people experience a simulation of the fear caused by malaria Strategy: Promote a message with a method just as unrecognizable as getting bit by a malaria-ridden mosquito. Implementation: A guerilla promotion was implemented in Japan and Thailand, where people in town are stuck with stickers that has a picture of a mosquito and a message. The hundred people who had stickers stuck to were explained about malaria, and the promotion was publicized through social media with short movies. Results: The promotion has reached a total of over 1,000,000 people. - Exposed to 64 media outlets - Equivalent to 4200% of exposure of a promotional activity with the same cost. - The number of access to “Malaria No More Japan” website doubled.

The Brief

Goal: To increase understanding and awareness of malaria in Japan and Thailand where malaria damage does not occur. Aim: To have people experience a simulation of the fear caused by malaria. The campaign is targeted towards everyone because interest towards malaria is low for everyone living in Japan and Thailand.

Creative Execution

STEP 1: World Mosquito Day, August 20 2014. At four locations in Tokyo and three locations in Osaka, 100 people in town were stuck with small stickers that has a picture of a mosquito and a message. The fear of malaria was explained to those that had stickers stuck to, and the stickers were collected. STEP 2: Starting August 20 2014, the promotion was publicized through social media with a movie that showed this guerilla promotion. STEP 3: World Malaria Day, April 25 2015. As the previous promotion was popular, the same promotion was implemented at 3 locations in Fukuoka and 1 location in Bangkok, Thailand. Stickers were stuck on approximately 50 people, and the footage was shared. As this was the first attempt in the world, the promotion has originality. Moreover, this promotion was the best fit as brand advertisement for “Malaria No More Japan,” a small NPO, in order to communicate the fear of malaria. The extremity of this guerilla promotion contributed to the widespread recognition.

1) The promotion has reached over 1,000,000 people. 2) Exposed to 64 media outlets, including TV and internet media. 3) Equivalent to 4200% of exposure of a promotional activity with the same cost. 4) The number of access to “Malaria No More Japan” website doubled.

Plan: For two days during “World Mosquito Day” and “World Malaria Day” in Japan and Thailand, people in town are stuck with stickers that has a picture of a mosquito and a message as part of “guerilla promotion.” With a method just as unrecognizable as getting bit by a malaria-ridden mosquito, the message was conveyed. Children in Africa are unknowingly bit and infected by malaria-ridden mosquitoes and die from malaria. In order to have people experience the fear, small stickers that are hard to be noticed were the best media for this campaign.