MAYNILAD WATER SERVICES Ambient DENGUE BOTTLE by Y&R Philippines

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DENGUE BOTTLE

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Industry Public awareness
Media Ambient
Market Philippines
Agency Y&R Philippines
Executive Creative Director Badong Abesamis
Art Director Grace Benesa
Released May 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Ambient Media: Small Scale Silver
Outdoor Lions Ambient; Small Scale Special Solutions Bronze
Promo and Activation Lions Product & Service; Public Health & Safety, Public Awareness Messages Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Advertiser: MAYNILAD WATER SERVICES
Product/Service: ANTI-DENGUE FEVER CAMPAIGN
Agency: Y&R PHILIPPINES Manila, THE PHILIPPINES
Chief Creative Officer-Asia: Marcus Rebeschini (Y&R Singapore)
Executive Creative Director: Badong Abesamis (Y&R Philippines)
Art Director: Grace Benesa (Y&R Philippines)
Agency Producer: Ariel Bautista (Y&R Philippines)
Account Director: Ags Almasan (Y&R Philippines)
Account Executive: Kathleen Camus (Y&R Philippines)
Chief Operating Officer: Mary Buenaventura (Y&R Philippines)

Results and Effectiveness

Maynilad received thousands of media impressions because of the effort.
After this, it was reported by the Western Pacific Regional Office of the World Health Organization (WHO) in its Dengue Situation Update (21 February 2013) THAT DENGUE CASES ACTUALLY FELL BY MORE THAN HALF. THERE WERE 4,866 LESS CASES—plunging 55% vs. same time last year.
And all it took was to unleash the power of clean water.

Creative Execution

What people don’t know is that simple technology is available to prevent it. All it takes is clean water—plus brown sugar and yeast placed in a bottle. Producing carbon dioxide, the mixture attracts mosquitoes, trapping and killing them inside the bottle. Maynilad, a company that supplies clean water to the Philippine capital, distributed hundreds upon hundreds of these bottle mosquito traps to Filipinos.

Insights, Strategy and the Idea

Dengue fever is now ranked as the most deadly mosquito-borne viral illness in the world. In the Philippines, more than a hundred thousand contract the disease, resulting in hundreds and hundreds of deaths every year.