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Challenge:

Every year, one million people die of malaria. During spring 2009, we received a brief by Doctors without Borders (MSF) to increase preference for MSF donations by raising awareness for "Access to Health Care" and the relatively limited measures that have to be taken to cure malaria. The target group was to be young Swedes, who are not quite prone to donating. Another great challenge was to carry out the campaign with limited funds.

Platform/Idea:

As malaria is far away from the consciousness of Swedes and the competition among charity organisations is incredibly tough, it was necessary to create real engagement. Also, we had to reach a young target, and therefore had to look way beyond traditional print campaigns. In Sweden, we have a fantastic possibility of reaching a wide, young audience through blogs and communities, as the Internet penetration is extremely high and as we have the world record in bloggers per capita. The success is, however, always dependent on the interest level of the topic in the target group, and also the approach. The campaign strategy was to "contaminate" Sweden with digital malaria via viral, digital media solutions in order to engage and recruit new donors. By giving the impression that people's computers were contaminated, we wanted to expose the target group to a certain kind of unease. An inconvenience that for a moment would make people think about what a contagious illness malaria is, but also about how easily it can be cured.

Consumer Journey/Activation:

Through banners and ads on Facebook, Msn, Twitter and via mail, the target group was driven to a site where they received the message that they had been "contaminated" by malaria. They were given two engaging options: 1: Donate money to malaria victims. 2: Pass on the infection to your friends, which could be done in various ways. They could, among other things, get their blog contaminated. Blog visitors could then see the malaria spreading gradually. If clicking on the infected are, you too, were contaminated. The viral potential was great. Sweden's biggest news site also had a malaria take-over and articles on malaria on "the international malaria day", April 21st. In addition to the digital activation, the free paper Metro was also "contaminated" with malaria through advertisements and editorial space, where you could read a field doctor's diary from a war-ridden area.

Results and Effectiveness:

The campaign had a great outcome. The viral effect "contaminated" 170 000 people (Facebook and email doing the best job) and a total of 3 600 donations were made. The average CTR was 4.6%.