This campaign is the ultimate out-of-home creative execution for public health, and example of corporate social responsibility branding that’s literally “on the move.”

The Amazon is a natural mosquito breeding ground containing half of the planet’s rainforests. Millions are at-risk of disease. We approached Brazilian chemical manufacturer Ananse with an idea to invent a new form of protection against mosquitoes that would turn everyday portable objects, like books and toys, into safe mosquito repellents for children. A natural repellent formula was sealed inside book pages, crayons and children’s superhero capes (worn during play). Moving these objects activated the repellent, creating a six-hour protection window extending five feet.

Working with Amazon research institute IPAM, we visited Tapara Miri in Pará State, a remote swampland village of 1,896 people -- stocking the school with repellent books and distributing the collection. Today, children wearing Amazon Warrior capes and reading mosquito-fighting books are common.

This new collection of products that repel mosquitoes does not involve a drug or a prescription. The repellent formula contained in the objects relies on natural ingredients, and is approved by the Health Ministry in Brazil. The collection can be marketed without any communication restrictions.

Yellow fever (YF), spread by the Aedes aegypti mosquito, is the “Brazilian plague,” with a kill rate equal to Ebola’s. The Amazon is plagued by high rates of infection. Brazil’s current YF outbreak (with 144 confirmed deaths) is the largest since the 1980s. Malaria cases have risen 35% in one year, with 2,000 infections. Children are at risk; 86% of malaria deaths globally occur under age five. Brazil’s Health Ministry is hard-pressed to stop the spread. A vaccine exists for YF, but the sheer size of Brazil coupled with vaccine shortages mean that widespread inoculation in remote regions could take years. Demand for vaccines, medicines and repellents among Brazil’s 200 million population has skyrocketed. Families in remote, impoverished villages barely have access to milk, much less costly repellents, which are in short supply, leaving children vulnerable. With children foremost in mind, our repellent collection turns mosquito protection into “child’s play.”