It takes a brave client to shout ‘I suck’ to the world. But the logic and simple symbol behind this campaign were so strong, they loved the idea. The campaign used the icon of a lollipop to highlight what children in Africa were missing out on: their childhoods. A child dies every minute of malaria and even those who survive, are often devastated by losses in their family and community. This campaign is all about owning the solution, by sucking a simple lollipop. I suck. You suck. We all suck. Because malaria sucks.
MalariaSucks.com. We created a microsite to drive donations and awareness. On the site donors could upload a selfie with a Malaria Sucks lollipop to our "We Suck" page and push out to their social channels.
Who Sucks More? To help keep social engagement for World Malaria Month we pinned celebs, athletes, artist and even cities with a big social following against each other to see who sucks that day. It’s was a fun way to get fans to rally behind their favorite icons and donate to Malaria No More through their social channels.
#MalariaSucks. We created a social media movement by engaging influencers and celebrities to change their avatars on social media to feature the #MalariaSucks orange lollipop. Celebs such as Mya, Sophie Turner, Nathan Kress, Soulja Boy, Hilary Duff, Scott Wolf, Anthony Bourdain, James Van Der Beek helped build awareness and momentum..