Raid - Certified Care (case study)

In partnership with the Society for Family Health-Rwanda, Raid launched ’Certified Care’ - a vocational program officially certifying women as Community Healthcare Workers and finally giving them a way to earn a living wage for something they’ve spent a lifetime doing for free: caring for those with malaria. Raid turned women’s unofficial and unpaid roles as caregivers into official, paid positions so that they can build the future the deserve tor themselves and their families. World Malaria Day happens every year on April 25th. It may not be a disease that’s particularly top of mind for us living in the United States, but in the country of Rwanda it’s a daily struggle. This serious and sometimes fatal illness is caused by a parasite that commonly infects a certain type of mosquito which feeds on humans. People who get malaria are typically very sick with high fevers, shaking chills, and flu-like symptoms. But the effects of malaria go well beyond the bite—Rwandan women are disproportionately affected by the disease because they are the unofficial caregivers for the sick in their families and communities, typically removing them from school or work, which limits their ability to earn a living wage. People in the community have a strong reliance on these women, known locally as community health workers. In fact, 55 percent of all the malaria cases are handled by them, making them heroes of their communities. In an effort to provide protection for everyone, SC Johnson, along with one of its leading insect control brand teams, Raid®, is empowering these women with official certifications for what they already know how to do—care. In partnership with the Society for Family Health Rwanda and Rwanda Ministry of Health, SC Johnson with its Raid® team has formed the Certified Care program as part of its commitment to help eradicate malaria. In fact, SC Johnson has been using its expertise and capabilities to make contributions toward eradicating malaria and helping make life healthier and better for families in countries across Africa for decades. This Certified Care program converts the time and experience these community workers have accumulated caring for others into a real certification to become certified Community Health Workers. This will provide them with the education and certification they need to earn a living wage and be paid for what they were already doing. So far, the program has certified 10,000 Community Health Workers to help fight malaria, and hopes to continue to grow until malaria is no longer. Help honor the courageous women working on the front lines and amplify the importance of the fight against malaria by sharing this message, not just on World Malaria Day, but every day. AWARDS Cannes Lions 2023 - Shortlist in the Titanium category - 1 Gold, 1 Silver in Brand Experience & Activation - 1 Silver in Sustainable Development Goals - 1 Bronze in Media - 1 Bronze in PR CREDITS Client: Raid (SC Johnson). Advertising Agency: Energy BBDO, Chicago.