The Challenge

With no media spend, motivate an online audience of young adults (16-24) with a compelling call to action to fight malaria.

The Solution

We wrote and produced a 90-second trailer ‘promoting’ a new horror film - The Hunting Moon. It features British students travelling in Africa, terrorised by bloodsucking killers. As the trailer ends, viewers click through to discover that the real menace is malaria.

The Result

The trailer was featured as an authentic new movie on entertainment web sites including Sky Movies and The Sun’s showbiz site. Celebrities including David Beckham and Andy Murray posted links on their Facebook pages, Twitter and websites, prompting their millions of fans and followers to check out the new thriller.

80,000 people watched the teaser trailer on YouTube and it was the most viewed film in the Film & Animation category within 2 days of its launch. The campaign reached 19 million people in 127 countries inspiring partners to donate 2,000 mosquito nets.