Campaign Fighting Insecticide Resistance
Sumitomo Chemical develop and manufacture cutting-edge malaria interventions such as insecticide treated bed nets, larvicides and sprays, which protect vulnerable communities from malaria and other vector borne diseases like Zika and dengue.
However insecticide resistance threatens to undo the huge achievements of the UN’s Millennium Development Goals (MDGs), which reduced global malaria mortality by 55% in just 15 years. Sumitomo asked us to develop an awareness campaign to showcase their contribution to this momentous milestone while also highlighting the challenge of insecticide resistance to malaria elimination.
To drive greater awareness of Sumitomo’s contribution to innovation and malaria elimination we developed a content-led campaign. The campaign discussed several key themes surrounding the achievements of the MDGs, how research and inward investment in Africa leads to sustainable development and why addressing insecticide resistance is the key challenge in the fight against malaria.
Our challenge was to tell the story to a worldwide audience, from world health bodies and charities through to malaria officers on the ground in Africa. This demands a varied approach to communications, from research and interviews with key stakeholders, blog posts, a brochure, video and visuals in a resistance infographic which brought the subject to life in an a new and engaging way.
We shared the campaign through our global contacts, using a mix of eDMs, PR activity and a newly created Twitter profile, targeting key audiences through promoted tweetsaround World Malaria Day.
- 81% increase in website traffic from blog posts in first month alone.
- 165% increase in website visits to key product pages.
- 6,700 page views resulting from all campaign activities.
- Created a Twitter community of 168 relevant followers from scratch.
- Generated over 170,000 Twitter impressions over the campaign.