Poster created by BETC Sao Paolo and Habitat for Humanity Brazil transforms rain into a deadly trap against mosquitoes

Advertising, CSR, Innovation

A poster created as part of a campaign by BETC Sao Paolo and Habitat for Humanity Brazil transforms rain into a deadly trap against mosquitoes that transmit Dengue, Zika and Chikungunya.

In tropical countries like Brazil, it rains all year round, increasing the accumulation of standing water and the outbreaks of the Aedes aegypti mosquito, which transmits the Dengue, Zika and Chikungunya viruses, and other diseases – mainly in favelas and difficult access areas.

To reach those places raising awareness and fighting against the insects, Habitat for Humanity Brazil, in partnership with the advertising agency BETC São Paulo, created special posters that dissolve in the rain and kill the mosquito before they hatch.

In addition to informing the population about the danger of standing water accumulation, the only way to combat the mosquito is to eliminate its larvae in its breeding sites. To join these two initiatives, the NGO and the agency developed “The Dissolving Poster”. This initiative was born from a powerful larvicide, the BTI (Bacillus Thuringiensis Israelensis), developed by one of the most prominent health science and technology institutions in Latin America. It was added to a soluble rice sheet and organic glue.

On sunny days, the posters carry educational messages that teach people how to avoid standing water. And, when it rains, the sheets dissolve, going with the water flow, releasing the larvicide in its composition and eliminating the mosquito larvae on its path. With just one poster it is possible to exterminate the Aedes Aegypti focus in up to 200 liters of water for at least 60 days.

“It is very difficult to make people be aware of the issue, even when it comes to garbage, rubbish and domestic waste. It’s all there, with that rotten water standing on the streets” says Dona Dilza, a resident of the Heliopolis community, located in the south of São Paulo. “The project comes in an innovative way. It educates, prevents and kills the mosquito where people do not reach” adds Denis Pacheco, Habitat Program Coordinator.

On Saturday June 9th, another  activation to combat Aedes aegypti will happen in Heliopolis (SP). Habitat Brazil volunteers and residents of the community will collaborate to put several posters on the main spots of the community, from 9am to 12pm. The activation, which first began on this same region in April, has been carried out in partnership with UNAS (Association of Residents of Heliópolis and Region).

In addition, the posters also have a special developed technology that does not harm the environment, animals nor people – acting only against mosquitoes. On top of that, there are different types of illustrations created by Ricardo Célio, Feik and Puga Menezes – artists who are from some of the communities affected by the problem.

CREDITS
CLIENT: Habitat for Humanity Brazil
AGENCY: BETC São Paulo
TITLE: The Dissolving Poster
CCO: Erh Ray
ECD: Rodolfo Barreto
Creative Director: Daniel Schiavon
Creative Team: Vitor Prado, José Pedro Bortolini, Gustavo “Guives” Leal, Fillipe Abreu, Americo Vizer e Chico Lucas
Brand & Business: Daniela Keller e Beatriz Frizzo
Communications: Camila Nakagawa
Production: Mariane Goebel e Cátia Nucci
Graphic Prodution: Gilmar Souza, Carlos Valeriano, Plínio Junior, Robson de Vitto, Marcos Nascimento, Renata Germani e Juliana Arantes,
Production Company : Trator Filmes
Director: Vilão
Audio Production: Canja
Illustration: Puga Menezes, Duas Coletivo, Ricardo Célio, Feik

Client Approval: Bárbara Figueiredo, Camila Santos

Founded in France in 1994, BETC is one of the largest and most awarded agencies in the world. With offices in Paris, London and Los Angeles, it arrived in São Paulo in 2014. The Brazilian unit, which in 2017 merged with Havas Worldwide, is chaired by partner and founder Erh Ray, who leads a multidisciplinary team that serves customers like Citroën, Dzarm, Habitat for Humanity Brazil, Hering, Hershey’s, Jequiti, LVMH, Parmalat, Pão de Açúcar, PepsiCo, Peugeot, TrendFoods and Reckitt Benckiser.