Malaria No More UK approached Grape Digital to increase awareness of the ‘Nets Save lives’ Campaign. In response Grape developed a social media strategy with a Facebook app: ‘Beat The Mozzy’ at its centre. The App employed an innovative competition mechanic, rewarding users each time any information is shared across the recommended social media platforms. This “share for points” scheme raised huge awareness and vital funds for the cause.
Other aspects of the campaign included very successful celebrity endorsement from Andy Murray and David Beckham, creating more awareness through carefully seeded videos, tweets and Facebook shares.
Further endorsement came in the shape of Zoo Weekly’s resident daredevil, Zoo Man, who set himself his own ‘Beat the Mozzy challenge’ of taking part in a trapeze act with no safety net. The event was shared virally and published through Zoo Weekly magazine.