Mosquito Ad Wins Grand Prix at LAIF Awards

Evelyn Akpor-

By adopting a completely different tack to presentation of the challenges posed by mosquitoes to man, the Society for Family Health and its advertising agency TBWA Concept got the Grand Prix at the recently held Lagos Advertising and Ideas Awards (LAIF).  
The winning advert is the television commercial, Draught, which uses the technique of irony and contrast to show the deleterious consequences of malaria attacks. 
The Draught features players engaged in the board game of Draught, popular in Nigeria’s rural areas and among the urban poor. In the presentation, two players of contrasting physical proportions play. One is a huge and tall man, the other a short and slim character. The man with the smaller proportions, sighting a mosquito on his friend’s face, slaps him resoundingly in a bid to kill the mosquito. The other man reacts angrily at the assault. He would not appreciate the supposed assistance from his playing partner. He then sets outs on a course of revenge the impact of which is left to the imagination of the viewer.  
‘Draught” is one in a series of adverts called The Slap  developed by SFH and TBWA to address the challenge of cutting through the clutter in media to drive home the message of increased vigilance and protection against the “common” mosquito by citizens.