Sri Lankan Mawbima Used Citronella-Laced Ink For Dengue Prevention
Alyson Wyers — June 11, 2014 — Marketing
References: youtu.be & springwise
Effective methods of repelling mosquitos is the key strategy behind Dengue prevention, similar to Malaria. The insect-carried disease struck Sri Lanka hard when 13,000 people were affected by the illness in the past six months. The Mawbima Mosquito Repellent Paper is one resulting preventative method.
The news outlet did this by combining citronella (a natural and extremely effective repellent) with ink. Through their partnership with Leo Burnett Asia, Mawbima placed print ads in their paper, posters at bus stops and patches for children using the innovative ink. On the last day of Dengue Prevention Week, which was also World Health Day, they ran the first mosquito-repelling newspaper. They sold out before 10am, which represented a 30% increase in sales and readership growth of 300,000.
While it is unclear whether this is a practice that will continue, on this day every letter of every word helped fight Dengue Fever.
The news outlet did this by combining citronella (a natural and extremely effective repellent) with ink. Through their partnership with Leo Burnett Asia, Mawbima placed print ads in their paper, posters at bus stops and patches for children using the innovative ink. On the last day of Dengue Prevention Week, which was also World Health Day, they ran the first mosquito-repelling newspaper. They sold out before 10am, which represented a 30% increase in sales and readership growth of 300,000.
While it is unclear whether this is a practice that will continue, on this day every letter of every word helped fight Dengue Fever.
Trend Themes
1. Mosquito Repellent Ink - The use of innovative ink infused with mosquito repellent offers disruptive innovation opportunities in the printing industry.
2. Insect-repelling Advertising - The integration of insect-repelling features in print ads, posters, and other advertising materials presents disruptive innovation opportunities in the marketing and advertising industry.
3. Preventative Health Partnerships - Collaborative efforts between media outlets, advertising agencies, and health organizations to promote preventative health measures through innovative methods can disrupt the healthcare industry.
Industry Implications
1. Printing - The printing industry can explore the use of mosquito repellent ink as a value-added feature to attract customers and offer new solutions.
2. Marketing and Advertising - The marketing and advertising industry can incorporate insect-repelling features in their materials to enhance brand messaging and provide added value to clients and customers.
3. Healthcare - Innovative partnerships between media outlets, advertising agencies, and health organizations can revolutionize the healthcare industry by promoting preventative measures and improving public health.
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