Malaria is a preventable and treatable disease that affects more people now than ever before, hitting nearly half a billion people every year. Within that number, at least a million die, and 90% of those deaths are children in Africa. Compassion International is taking steps to fight back—or rather “Bite Back” against the disease. The campaign Bite Back was originally intended to be an short-term project of Compassion International. Yet since it’s launch, it has gone incredibly viral without much of a marketing push.
“It’s taken on a life of its own,” says brand strategist Craig Johnson of Matchstic. “Just the word kind of continued to spread—people getting on the website—either buying t-shirts or making donations for the [mosquito] nets.”
