The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Non-traditional & Guerrilla Marketing
Annual ID
OS22_DM036B
About the Work
SITUATION
According to the WHO Malaria Report from 2020*, more than 400,000 people died from malaria in 2019, most of them children, and the number continues to increase each year. Moreover, in the Republic of Rwanda, 1 in 5 individuals will be infected with the disease. As the maker of global pest control brands like Raid, SC Johnson wants to help change that. The company is committed to help eradicate this disease in Africa by applying its expertise in science and innovation to address public health threats and to help end the last remaining cases in the hardest to reach places.
*https://www.who.int/teams/global-malaria-programme/reports/world-malaria-report-2020
IDEA / EXECUTION
To raise awareness for this major public health issue, SC JOHNSON’s CEO Fisk Johnson traveled to East Africa, home to 95% of malaria cases and deaths worldwide*, to learn more about mosquitos that transmit this deadly disease and to experience firsthand how malaria researchers are fighting it on the frontlines. In June 2021, Fisk engaged in a practice known as ‘Human Landing Catch,’ a dangerous but efficient form of research, whereby volunteers for the Rwanda Ministry of Health sit overnight with their skin exposed, waiting for malaria-laden mosquitoes to bite them. They then catch the mosquitoes and donate them to local research centers to better determine the risk of malaria transmission. We filmed these volunteers at work to raise awareness to the deadly nature of malaria, the people most at risk of contracting the disease and the importance of its prevention and eradication.
This video is designed to drive awareness and is just one of many initiatives the company has undertaken to help fight the disease and enrich the lives of families and communities in East Africa.
According to the WHO Malaria Report from 2020*, more than 400,000 people died from malaria in 2019, most of them children, and the number continues to increase each year. Moreover, in the Republic of Rwanda, 1 in 5 individuals will be infected with the disease. As the maker of global pest control brands like Raid, SC Johnson wants to help change that. The company is committed to help eradicate this disease in Africa by applying its expertise in science and innovation to address public health threats and to help end the last remaining cases in the hardest to reach places.
*https://www.who.int/teams/global-malaria-programme/reports/world-malaria-report-2020
IDEA / EXECUTION
To raise awareness for this major public health issue, SC JOHNSON’s CEO Fisk Johnson traveled to East Africa, home to 95% of malaria cases and deaths worldwide*, to learn more about mosquitos that transmit this deadly disease and to experience firsthand how malaria researchers are fighting it on the frontlines. In June 2021, Fisk engaged in a practice known as ‘Human Landing Catch,’ a dangerous but efficient form of research, whereby volunteers for the Rwanda Ministry of Health sit overnight with their skin exposed, waiting for malaria-laden mosquitoes to bite them. They then catch the mosquitoes and donate them to local research centers to better determine the risk of malaria transmission. We filmed these volunteers at work to raise awareness to the deadly nature of malaria, the people most at risk of contracting the disease and the importance of its prevention and eradication.
This video is designed to drive awareness and is just one of many initiatives the company has undertaken to help fight the disease and enrich the lives of families and communities in East Africa.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Energy BBDO / Chicago
Client / Brand
SC Johnson
Raid
Production Company
Flare / Chicago
Chief Creative Officer
Josh Gross
Pedro Perez
Creative Director
Dane Canada
Zac Pritchard
Executive Creative Director
Ioana Filip
Strategy Director
Mike Razim
Associate Director, Project Manager
Caroline Helms
Client Service Director
Trent Buterbaugh
Director of Unified Production Solutions
Matt Scoville
Global Account Lead
Anne Dooley
Global Group Strategy Director
Marissa Kelley
Group Account Director
Grady Covington
Head of Global Strategy
Adam Friedman
Marketing & Global Communications Team
SC Johnson
Strategy & Business Lead
Bianca Sidelsky
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