It takes a brave client to shout ‘I suck’ to the world. But the logic and simple symbol behind this campaign were so strong, they loved the idea. The campaign used the icon of a lollipop to highlight what children in Africa were missing out on: their childhoods. A child dies every minute of malaria and even those who survive, are often devastated by losses in their family and community. This campaign is all about owning the solution, by sucking a simple lollipop. I suck. You suck. We all suck. Because malaria sucks.
MalariaSucks.com. We created a microsite to drive donations and awareness. On the site donors could upload a selfie with a Malaria Sucks lollipop to our "We Suck" page and push out to their social channels.