Partner Overview

MCD Global Health is a leading organization committed to combating public health challenges worldwide. On Bioko Island, Equatorial Guinea, MCD spearheaded efforts to eliminate malaria through innovative strategies and community-driven solutions. To strengthen its communication efforts, MCD sought to develop a Social Behavior Change (SBC) campaign that would amplify awareness and foster community participation in malaria prevention.

MCD partnered with Communications Shop to conceptualize an anti-malaria campaign aimed at achieving a mosquito-free Bioko Island by 2027. Our role was to create a robust and culturally relevant communications plan that could inspire behavioral change and provide a roadmap for successful implementation.

Project Objective

The primary goal of the “Bye-bye Mosquito” campaign was to develop a comprehensive communication strategy to:

1. Promote behavior change in malaria prevention and treatment adherence.
2. Increase early diagnosis and treatment rates.
3. Mobilize community action to reduce mosquito breeding habitats and improve preventive practices, including the use of mosquito nets and Intermittent Preventive Treatment in pregnancy (IPTp).

This initiative sought to position malaria elimination as a community-driven effort, fostering a sense of shared responsibility and hope for a mosquito-free future.

Result: Campaign Conceptualization

Communications Shop worked closely with MCD to deliver the foundational elements of the “Bye-bye Mosquito” campaign. Our contributions included:

1. Cultural & Historical Research

• Conducted in-depth research to understand the cultural beliefs, historical context, and social dynamics of Bioko Island, ensuring the campaign would resonate authentically with the community.

2. Focus Groups

• Facilitated focus group discussions to gather insights into community attitudes toward malaria prevention and treatment.
• Identified barriers and motivators for behavioral change, shaping key campaign messages.

3. Campaign Research

• Analyzed existing data on malaria prevalence and prevention efforts to inform a strategic communication approach.
• Identified key audience segments, including vulnerable groups such as pregnant women, and children.

4. Defined Clear Goals and Timelines

• Established measurable campaign objectives with specific indicators for success, aligned with the overall malaria elimination timeline of 2027.

5. Campaign Conceptualization

• Developed the creative framework for the campaign, including:
  • Data Collection and Monitoring: Outlined methods for evaluating the campaign’s impact.
  • Key Messages: Designed messages tailored to specific audience segments, emphasizing the importance of early diagnosis, treatment, and preventive measures.
  • Campaign Name and Slogan: Proposed “Bye-bye Mosquito” as a memorable and culturally relevant brand for the initiative.
  • Look and Feel: Created a visual identity that combined community-driven optimism with a sense of urgency.
  • Audience X-ray: Conducted an in-depth analysis of audience demographics and psychographics.
  • Tactics Per Audience: Designed targeted tactics for each audience, blending traditional and digital communication channels.
  • Campaign Messenger: Proposed the character “Anopheles,” personifying the mosquito as a villain, to simplify messaging and drive engagement.

6. Annual Communications Plan

• Developed a year-long communications plan outlining the key activities, milestones, and resources required to implement the campaign effectively.

7. Year-long Content Calendar

• Delivered a comprehensive content calendar detailing key messages, outreach activities, and campaign moments for sustained engagement throughout the year.

Conclusion