DEFEATING MALARIA BY 2030

TitleDEFEATING MALARIA BY 2030
ClientASIA PACIFIC LEADERS MALARIA ASSOCIATION (APLMA)
Product / ServiceM2030
CategoryA13. Not-for-profit / Charity / Government
EntrantVIZEUM Singapore, SINGAPORE
Idea Creation VIZEUM Singapore, SINGAPORE
Media Placement VIZEUM Singapore, SINGAPORE

The Campaign

Our creative idea was founded on understanding key drivers of successful fund raising, and on how to combat the spread of Malaria. Our propriety research panels across South East Asia revealed that community was a key driver for consumers when it comes to fund raising for both corporations and consumers. Those causes that are close to home have far stronger emotional connection. In terms of combatting the spread of malaria, the lowly mosquito net is still a remarkably effective tool. We brought the two together, creating a community, a network of interconnected people to represent the fight against malaria. In a physical representation of a net, the colours depict sun rise over the Mekong Delta. From turquoise to orange to red, the colours at dawn symbolise hope at the start of a new day.

The Brief

Developing everything from the logo, to the brand manifesto to business cards was undertaken pro-bono.

Creative Execution

We began work in Q3 2017, with the Malaria Summit London in April 2018 earmarked for the launch of the new brand. Once the creative direction was approved, we created the following assets; - Brand Positioning - Manifesto - Logomark/Logotype & Slogan - 20+ Brand Usage Examples - OOH Design & Media - Website (www.m2030.org) - Photography - Business Cards - Presentation Template Placement has ranged from every presentation the APLMA team have with corporations across the region, to social media to Digital OOH sites in Melbourne for which we negotiated free of charge during Malaria World Congress in July 2018 and which delivered more than 1.5m impressions. We've created a living, breathing sustainable brand to end malaria.

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

The M2030 brand was launched at the Malaria Summit London in April 2018 and the initial commitment was to mobilise funding of more than $5 million to support Global Fund programmes in the Greater Mekong sub-region and Indonesia. Since then hundreds of articles have covered the M2030 initiative including the World Economic Forum and key national websites and papers such as the Myanmar Times. Critically, and for the first time in Asia, influential Asian-led businesses use the same brand and collaborate to respond to a national and regional priority before it becomes a global problem. The following businesses have agreed to be partners of M2030: - The Global Fund - Outdoor Channel Asia - Asia - Shopee – South East Asia - Tahir Foundation – Indonesia - DT Families Foundation – Thailand - Yoma – Myanmar - WaveMoney – Myanmar - Pun Hlaing Siloam Hospitals – Myanmar

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

We were approached by the Asia Pacific Leaders Malaria Alliance (APLMA) to create a brand to eliminate Malaria in the Mekong delta. We created and helped launch a living, breathing, sustainable brand to end malaria. A brand to act as the rallying cry for stakeholders, consumers and companies to help raise the funds needed to fight malaria. We created the logomark that is being used by businesses across the region, with the brand slogan – Defeating Malaria Together translated to all major Asian languages. We developed collaterals such as the M2030 website, a brand manifesto, presentation templates and brand guidelines.

Based on a global CSR study by Cone Communications, we knew that 90% of consumers would actively choose brands associated with a social or environmental cause. However 81% of consumers cited the lack of products supporting a cause, and complicated payment methods as their biggest barriers to contributing to social or environmental issues. We created the M2030 brand specifically to turn every day behaviours such as shopping, buying a coffee, or booking a flight, into fundraising. We had to engage both corporations and consumers. Corporations who join the M2030 initiative gain the right to use the M2030 logomark whether on a coffee cup, or on a credit card promotion to encourage consumers to buy these M2030 products, and in doing so, raise funds for M2030. Our approach not only raised awareness with consumers, but has also removed the 2 key barriers to fund raising.

Credits

Name Company Position
Kamil Gottwald Vizeum Asia Pacific Creative Technology Director
Ben Cunnington Dentsu Aegis Network Client Partner
Duncan Pointer Vizeum Asia Pacific CEO Asia Pacific
Links
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