Raid: Certified care

Raid, an insecticide brand, partnered with the Rwandan Ministry of Health and the Society for Family Health-Rwanda to launch the Certified Care program to meaningfully support the women on the frontlines in the fight against malaria in a way that would help advance their ability to fight the disease.

Campaign details

Title: Certified CareBrand: RaidProduct: RaidIdea: Energy BBDOCountry: United States

Entry history

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
12 months - 3 yearsMiddle East & Africa, North America, AsiaWomenAdults (26-55)Low$250,000 - film production, media

Why is this work relevant for Creative Effectiveness?

Raid and SC Johnson have been dedicated to eradicating malaria across Africa for over 20 years. Generations of women in Rwanda, where malaria ravages communities, have been unofficial and unpaid frontline caregivers, removing them from school, work, and inevitably – the economy....

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