Reach a non traditional development audience (DFID segmentation Distracted Individuals) to engage them in the fight to help end deaths, from malaria, in Africa by 2015. Produce an innovative, engaging, surprising, effective and measurable integrated social media campaign.
A fictitious Vampire film launch campaign, housed on youtube and a bespoke microsite with a built in “reveal the real killers” (mosquitoes) mechanism. Include a competition and thank you’s to help drive list build and reward participants.
Reach of 19.5 million across 127 countries through youtube, the bespoke site, twitter and blogs, plus industry media coverage (print, online) and TV.