Raid - Certified Care
Raid sought to deepen its impact in Rwanda beyond product sales, addressing the devastating effects of malaria and the disproportionate burden on women. The client aimed to enhance brand reputation, demonstrate tangible social commitment, and empower women caregivers by transforming their unofficial roles into paid, recognized positions.
Creative Idea
Raid certified unpaid women caregivers, transforming their vital roles into paid, recognized professions.
Raid's 'Certified Care' campaign empowered Rwandan women, who were already unofficial malaria caregivers, by providing official certification and a living wage. This transformed their vital, unpaid work into recognized, paid positions, addressing both a critical health crisis and gender inequality while demonstrating the brand's deep social commitment.
Creative Strategy Deconstructed
Company
Raid leveraged its long-standing commitment to fighting malaria and SC Johnson's expertise in public health initiatives.
Category
Insect control brands typically focus on product efficacy; this campaign went beyond product to address systemic social and health issues.
Customer
Rwandan women, burdened by unpaid caregiving for malaria, desired recognition, economic empowerment, and a sustainable livelihood.
Culture
A global cultural emphasis on women's empowerment, economic justice, and addressing health disparities in vulnerable communities.
Company
Raid leveraged its long-standing commitment to fighting malaria and SC Johnson's expertise in public health initiatives.
Category
Insect control brands typically focus on product efficacy; this campaign went beyond product to address systemic social and health issues.
Strategy:
Elevate brand purpose by addressing systemic social issues beyond product function.
Customer
Rwandan women, burdened by unpaid caregiving for malaria, desired recognition, economic empowerment, and a sustainable livelihood.
Culture
A global cultural emphasis on women's empowerment, economic justice, and addressing health disparities in vulnerable communities.
Strategy:
Elevate brand purpose by addressing systemic social issues beyond product function.
Results
The "Certified Care" program has achieved significant results: To date, 10,000 women have been officially certified and hold paid positions. Together, these certified community health workers have treated OVER 1 MILLION RWANDANS. Furthermore, 55% of all malaria cases in the region are handled by these community health workers, surpassing the number handled by doctors and nurses.
10,000
women officially certified
Over 1 Million
Rwandans treated
55%
malaria cases handled by CHW
Strategy Technique
Make the Brand the Hero of a Bigger Fight
Raid, an insect control brand, positioned itself as a leader in fighting malaria and empowering women economically. It transcended its product function to address a significant social and health crisis.
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Creative Technique
Spotlight the Overlooked
The campaign highlighted the crucial, yet unrecognized, work of Rwandan women as community malaria caregivers. It elevated their unpaid labor into official, paid positions, giving visibility and value to their essential contributions.
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Craft Breakdown
The campaign's exceptional craft lies in the robust design and implementation of a social program that transforms traditional caregiving into a professional, certified pathway for women, creating a tangible impact through structured training and official recognition.
The meticulous creation of the 'Certified Care' program's framework, encompassing the curriculum development, certification standards, and the clear, dignified visual branding of all official documents and training materials.
The campaign skillfully orchestrated a profound and empowering journey for participants, from engaging training sessions and official certification ceremonies to their active, recognized roles as community health workers.
The profound impact of the program stems from the intelligent intertwining of its meticulously designed structure with the thoughtfully crafted, transformative experiences for its participants.
