No Bite, No Malaria:

Incorporating Multifunctional
Promotional Methods to Yield
New Results
Lourdes Gomez de Cordova
Caroline McGraw

No Bite, No Malaria
Mosquitero Project Peru
What is malaria?
A life-threatening disease

What is this project?

An extension

What is a mosquitero?
A custom LLIN

Photo credit: Patricia Urban

The Problem
Worldwide
214 million confirmed cases of
malaria and 438,000 deaths.

In Peru
43,139 confirmed cases of
malaria

No Bite, No Malaria
Relied on word-of-mouth
promotional and fundraising
methods
http://www.fitfortravel.nhs.uk/destinations/southamerica--antarctica/peru/peru-malaria-map.aspx

Rationale
Significance of a crossfunctional campaign to
communicate
Educate and generate
awareness/advocacy
Collect donations
Goal: provide mosquiteros

Purpose
Explore the effectiveness of an
integrated marketing
communications campaign
Elaboration Likelihood Model
(Petty & Cacioppo, 1979)
https://343f11.pbworks.com/f/1322630408/ELMdiagram.gif

Central route of persuasion

Research Question

Can the use of a diverse integrated marketing

communication plan be effective in educating the
target audience, raising social awareness and
generating monetary donations for the project No Bite,
No MalariaMosquitero Project Peru?

Key Sources
IMC: a cross-functional process
Reid, Luxton, & Mavondo, 2005
Celebri, 2009
Target Audience: a generous
generation
Twenge, Freeman, & Campbell,
2012
Williams, 2007

Clicking Like to take action

Vericat, 2010
Fundraising techniques
McGowan, n.d.
Saunders, 2013
Methods of persuasion
Jaehwan & Nayakankuppam, 2015

Method
Met with No Bite, No Malaria committee members
New promotional methods

Created IMC plan

Deliverables
General Research

IMC Campaign: September 28, 2015-November 1, 2015

Fundraising Campaign: October 29, 2015-November 1, 2015

Method Continued: IMC Plan

Marketing plan
Public relations and promotional
plan
Internet and creative social media
strategy/plan
Creative plan

Method Continued:Facebook and

GoFundMe

EXCLUSIVE INVITATION TO THE

NON-EVENT OF THE YEAR

No Bite, No Malaria Mosquitero Project Peru cordially invites you to...

NOT attend our extravagant event!
In consideration for
NOT requesting
your presence at
our overpriced event
we humbly request
a donation.

This event will NOT be held

on October 29, 2015

AND

There is NO dress code,

please plan accordingly
No bite,
no malaria

Peru

mosquitero project

Stay Home
and
Sip Wine

moment to
Please take a
d
much time an
w
consider ho
by
g
vin
sa
e
money you ar
an event.
NOT attending

We will NOT be seeing you today

BUT this community WILL
be seeing mosquiteros soon!

d have been
Your night coul
nets.
a population of
to
nt
le
va
ui
eq
spent
ve
ha
d
ul
you wo
Sacrifice what
e.
the caus
and donate to
sit back, relax
Now you may
support for
ur
yo
nd
and se
t malaria
ns
ai
ag
the fight
of your home!
rt
fo
from the com

Guess what? We are a 501(C)(3),

your donation is tax deductable!

www.gofundme.com/nobitenomalaria

Be generous between 5 p.m. and 12 a.m.

www.gofundme.com/nobitenomalaria

No bite,
no malaria

Peru

mosquitero project

Emails

Results
Social Media
Analytics

Fundraising
Monetary donations
Donor information

Surveys
Participation
Education
Photo credit: Mauricio Gomez de Cordova

Facebook Results

GoFundMe: Donations

$4,355

Surveys: SPSS and Google Forms

Conclusion
Answer to the research
question: YES!
ELM assisted in creating
positive results
Limitations
Persuading donors via
social media
Photo credit: Mauricio Gomez de Cordova

QUESTIONS?

?
?