The Brief
We were tasked with creating a strategic new positioning for Vector Control, a key division within Bayer Environmental Science (BES). This division focuses on combating vector-borne diseases, most notably malaria, which remains one of the world’s most persistent public health challenges.
The immediate goal was to develop a communications platform supporting the international launch of LifeNet — a next-generation insecticide-treated bednet. This launch took place at a major stakeholder conference in Nairobi, Kenya. Our messaging needed to speak with both authority and empathy to global health experts, NGOs, government bodies, and commercial partners.
Our creative solution had to work seamlessly within Bayer’s corporate visual guidelines. However, it also needed to feel distinct and compelling within the humanitarian and scientific space. Furthermore, it had to be highly adaptable. This meant 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. Therefore, the communications needed to reflect both the urgency and hope that LifeNet represented.
Design Approach
We began by developing a clear and meaningful positioning for Bayer’s Vector Control division. The goal was to create a message that would resonate across cultures, communicate purpose, and drive long-term engagement. Research showed that education and awareness were as vital as innovation in fighting vector-borne diseases like malaria. From this insight, we created the platform “Life Matters” — a powerful and flexible strategy based on two key objectives: saving lives and improving quality of life.
To express this visually, we designed a symbolic face made up of words that captured Bayer’s values and mission, such as sustainable, scientific, trust, and innovation. This graphic identity became the cornerstone of the campaign. It was 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. We focused on reframing how innovation is perceived. Rather than showing lab coats and corporate messaging, we put everyday African people at the heart of the story. Those most affected by malaria became champions of the solution. A young child was presented as Head of Innovation, while a group of local warriors became the Focus Group. This cast the community not just as beneficiaries, but as essential collaborators in the LifeNet journey.
This approach added authenticity, relatability, and dignity. It transformed the campaign into a celebration of resilience, ingenuity, and shared progress, all under the unifying banner: Life Matters — The new face of Vector Control.
To explore how our advertising services can help create impactful healthcare campaigns, get in touch with our team today.
