THE BRIEF
Cartoon Network UK were briefed to come up with a compelling campaign to inspire people to get involved in the fight against malaria which would launch around World Mosquito Day (August 20th) 2011.
THE SOLUTION
“Beat the Mozzy” is a campaign made up of 4 x 30” animations featuring Ziii the malicious mozzy on her tireless quest to spread malaria far and wide. Happily she is frequently foiled by barriers to her blood sucking including mosquito nets and spray.
Malaria No More UK’s facebook page was the campaign hub exclusively hosting the full length animations and a special facebook app was created by Grape. The app was designed to inspire people to get involved, ‘like Malaria No More UK’ and share the campaign with their friends.
THE RESULTS
The campaign was promoted cross platform and achieved Third Sector’s Digital Campaign of The Week. We also placed pro bono press adverts in the Independent, placement of blogs on the Guardian and the drum.co.uk and CNN.com international provided a significant high value package with our 15 sec pre roll and banner ad appearing on their homepage. Other key supporters included Cartoon Network UK, Adult Swim, the Sun and Jazz Fm as well as Charity Supporters Comic Relief, The Bill & Melinda Gates Foundation, The Wellcome Trust, the Tony Blair Faith Foundation and Bono’s charity – One.
Finally David Beckham promoted Beat the Mozzy to his 13.7 million fans on facebook, as did Andy Murray!
In the end the Campaign generated 29 million opportunities to view, saw a 50% rise in our facebook likes, a 729% growth in post views and a 974% rise in post feedback.
The Turner UK creative team were awarded the Andrew Heiskell Community Service Award for the campaign which also benefitted Malaria No More UK with a donation of US$10,000 to help save lives in Africa.
