Raid is all about protecting families against mosquitoes. But this time, they wanted to walk the talk. Not with a traditional advertising campaign, but with something that could really touch and improve people’s lives, reinforcing the message that Raid is a brand people can trust and rely on in any situation.

Since with Raid people don’t need any other kind of protection against mosquitoes, we decided to give better use to one of them: the nets on windows, doors, baby cribs, beds. We went to poor communities in São Paulo and asked to donate their nets after start using Raid. And after gathering enough nets, we adapted them to give new life to the neighborhood’s courtyards and playgrounds, by installing new nets on their goals, baskets, and other sports.

The pilot was done in a 4,000 people community in south of São Paulo called Jardim Ibirapuera. We started by talking to community leaders to help us reach more people at points of sale and mouth to mouth. As the courtyards are the only playground at these communities, people were eager to donate and help improve them.

First, we started by talking to community leaders to help us reach more people at points of sale and mouth to mouth and collect all the donated nets. As the courtyards are the only playground at these communities, people were eager to contribute to improve them. Them, after collecting all the nets, we took all the material to be adapted into spots nets and installed them.

In the project’s pilot, at a 4,000-people community, there was a 43% increase in searches during the campaign. Also, 52 square meters of nets were collected – equivalent to over 35 windows –, and the neighborhood's 4 courtyards were be remodeled. Now, plans are being made to take the project to other communities.