Nothing But Nets

Lagos, Nigeria January 24

"Malaria Kills. Kill Mosquitoes" That is the saying on over a million yellow bracelets that were handed out throughout Nigeria in 2006.  Imitating the cause marketing sensation, LiveStrong wristbands, these yellow bracelets are all over the country, namely in rural areas of Nigeria. A well intentioned funder helped the Ministry of Health in Nigeria create these bracelets to foster awareness of the dangers caused by malaria, which affects 74 percent of Nigerians.

During my travels on this trip and my last visit to Lagos in November 2006, I have seen these bracelets everywhere and I was incredibly impressed by their outreach. I believe we need to do everything we can to educate individuals that malaria is killing over a million people a year, most of which are children. But apparently these bracelets have caused a bit of a back slide of the tireless efforts of the community health workers educating the public on how to prevent malaria. Specifically, the "Kill Mosquitoes," wording on the bracelet and the insistence of those handing them out that everyone needs to wear them, has been problematic.

Yesterday, while in Lekki, Nigeria, Dr. Oruowolo of the State Ministry, someone who I greatly respect, made a speech to the local community about the importance of sleeping under their Insecticide Treated Nets, provided by the Nothing But Nets program, and that their bracelets would NOT protect them. WHAT?

I probed further and learned that the bracelets that I thought were fantastic have actually not been good for the rural population. Dr. Oruowolo told me that many people thought the bracelets actually protected them from mosquitoes because the bracelets have imprinted on them, "Kill Mosquitoes."

The bracelets are still being handed out, but with a focus on urban communities. As a fan of cause marketing in the United States, I believe that U.S. based cause marketing is the new evolution in corporate philanthropy.  Nonetheless, we need to proceed with caution in utilizing this new means of supporting important causes in other countries. It is crucial to respect the cultures of other nations and realize that all marketing initiatives should be led by a country national to ensure the best outcome. Malaria Kills. Kill Mosquitoes!

Elizabeth McKee
Director, Nothing But Nets