Using advanced genetics and molecular biology Oxitec has developed a new and innovative solution to controlling the dangerous mosquito, Aedes aegypti. Create ‘self-limiting’ male insects which seek out and mate with females. After an Oxitec male mosquito has successfully mated with a wild female, any offspring that result will not survive to adulthood, so the mosquito population declines.
Challenge: The main challenge was to create a communication strategy to humanize the mosquito figure and make it more familiar to the general population.
Solution: We developed a hole branding system to reshape the image associated with the mosquito, making it softer and more comfortable in people´s imaginary. By using wide images focused on people and their routines, we bring the subject matter closer to the everyday people. The typography and iconography had rounded corners and multicolored titles, promoting a more relaxing approach and allowing a quick identification of the campaign ideals in a clever and illustrative way.
Result: Our strategic approach redefining the mosquito image and the high efficiency of Oxitec work with the population (about 90% of Aedes Aegypti reduction) was a great success.