Situation: Year after year, the Dengue epidemic reaffirms itself as the most lethal infectious disease in Paraguay. Despite countless State campaigns to raise awareness against the transmitting mosquito, Paraguayans refuse to carry out small acts of cleaning up stagnant water to prevent breeding sites during Dengue’s high season.

Brief: Pilsen, Paraguay’s favorite beer with more than 100 years, had to join the conversation against the Dengue epidemic for the first time to help raise awareness and motivate its consumers across the country.

Objective: Through a relevant message from Pilsen, motivate the population to act immediately with small actions to generate great changes against the Dengue epidemic.

Pilsen turned 6 million labels from their bottles at 180 degrees, educating each Paraguayan to rotate each bottle correctly to empty all the stagnant liquid and eliminate the breeding sites of millions of larvae, preventing the deadly Dengue epidemic.

In the peak of the epidemic and coinciding with the high season of beer consumption (with average temperatures from February to June close to 40 degrees Celsius), Pilsen Beer performs the intervention of 100% of its labels, inverting 180 degrees so the the public understands that when they finish enjoying their beer, they must turn the bottle over to eliminate a potential mosquito breeding site (in an empty bottle, more than 200 mosquito larvae can prosper). To communicate this action, a media strategy was created showing the inverted labels, as well as the live broadcast of local soccer by investing the images, also the news, the radios and outdoor ads .

Pilsen intervened its production chain by turning its labels 180 degrees, seeking to educate the consumer to eliminate mosquito breeding sites that propagate the Dengue disease, a reality that affects South America.The Anti-Dengue Bottle was distributed in the most affected areas of the country, which are more densely populated, to eliminate breeding sites and prevent the virus. To massify the action, mass television channels were intervened at 180 degrees to reflect the same reasoning and replicate the new habit with any type of container throughout Paraguay.

- The Government recognized the campaign, declaring it of national interest and joining the volunteer movement to eliminate mosquito breeding sites throughout the country.

- Media supported the campaign by investing their news broadcasts 180 degrees

- Earned Average of 6 million USD

- The first country wide movement to eliminate Dengue breeding sites was created