The Brief
We were tasked with creating a strategic new positioning for Vector Control, a key division within Bayer Environmental Science (BES), focused on combating vector-borne diseases; most notably malaria, one of the world’s most persistent public health challenges.
The immediate objective was to develop a communications platform to support the international launch of LifeNet – a next-generation insecticide-treated bednet; at a major stakeholder conference in Nairobi, Kenya. The work needed to speak with authority and empathy to an audience of global health experts, NGOs, government bodies and commercial partners.
Our creative solution had to work seamlessly within Bayer’s corporate visual guidelines, yet feel distinct and compelling within the humanitarian and scientific space. It also had to be highly adaptable; delivering consistent messaging and visual impact across multiple formats, including advertising, printed brochures, digital assets and a dedicated microsite.
This was not just a product launch – it was a call to action in the ongoing fight against preventable disease, and the communications needed to reflect both the urgency and the hope that LifeNet represented.
Design Approach
Our starting point was to develop a clear and meaningful positioning for Bayer’s Vector Control division; one that would resonate across cultures, communicate purpose and drive long-term engagement. Research revealed that education and awareness were just as vital as innovation in the fight against vector-borne diseases like malaria. From this insight, we created the platform “Life Matters” — a powerful, flexible strategy rooted in two fundamental objectives: the saving of lives and the improvement of life quality.
To express this idea visually, we created a symbolic face made up of words that captured Bayer’s values and mission – terms like sustainable, scientific, trust and innovation. This graphic identity became the cornerstone of the campaign, adaptable across print, digital and event materials, including a large-scale hologram featured at the launch event in Nairobi, Kenya.
Building on this foundation, we developed a dedicated advertising campaign for LifeNet, focused on reframing how innovation is perceived. Rather than showcasing lab coats and corporate messaging, we placed everyday African people at the heart of the story; those most affected by malaria became the champions behind the solution. A young child was presented as Head of Innovation, while a group of local warriors became the Focus Group, casting the community not just as beneficiaries, but as essential collaborators in the LifeNet journey.
This approach added authenticity, relatability and dignity, transforming the campaign into a celebration of resilience, ingenuity and shared progress, all under the unifying banner: Life Matters: The new face of Vector Control
