World Mosquito Program

re:define possible

Mosquito-borne diseases like Dengue, Zika, and chikungunya are spreading into new regions, forcing governments worldwide to confront escalating and complex health challenges. These outbreaks highlight the urgent need for sustainable national prevention strategies to deliver lasting community protection and move beyond reactive outbreak response.

The World Mosquito Program (WMP) has addressed this challenge head-on. By using Wolbachia, a naturally occurring bacterium found in many insect species, the organization developed a method to reduce mosquitoes' ability to transmit disease.

OX collaborated with WMP to develop a brand platform that unified messaging across channels and audiences. This initiative repositioned the organization beyond the traditional mosquito-borne disease control sector, establishing a new category that redefines what’s possible in disease prevention.

In environments defined by complexity, a clear brand platform is the foundation for enduring influence. A well-defined platform helps everyone understand the goals of your initiative, builds trust among audience groups, and creates distinctiveness, allowing the work to be noticed and trusted enough to drive action that multiplies its impact.

re:thinking outbreak response

For many organizations engaged in global health, complexity often reflects the substantive nature of their work, done throughout years, including scientific research, iterative development, field testing, and context-specific adaptations. The result is that solutions developed are evidence-based, developed over time, and offer robust health benefits across diverse conditions.

A key challenge for organizations in this sector is communicating complexity without overwhelming audiences or oversimplifying the message. Additionally, messaging must be adaptable enough for diverse audiences, including governments assessing national relevance, donors seeking impactful global health initiatives, and communities requiring assurance that their priorities and perspectives are integrated into implemented solutions.

The brand needed to explain complex work in a way people could understand. The framework needed to present a distinctive and compelling narrative that communicated the organization's vision for sustainable prevention, while also demonstrating the pioneering expertise developed through their years of research.

re:writing the story of global health

OX developed the brand message “Re:define Possible” to strategically position WMP as the leader within a new category of public health solutions, signaling a decisive shift from conventional mosquito-borne disease control to enduring, system-driven prevention.

As WMP redefined the sector from reactive control to proactive prevention, our objective was to catalyze public imagination by inviting communities and governments alike to envision the tangible possibilities that emerge when the Wolbachia method is integrated into national systems and local contexts.

re:imagining expression at scale

The new brand platform was structured as a modular messaging system, maintaining a consistent core idea while speaking uniquely to the felt needs and priorities of each audience. Government communications addressed national integration and system readiness, donor narratives emphasized sustainable impact and evidence, and community engagement focused on participation and trust. Each audience group's message was anchored to a unified definition of the work.

OX developed a brand awareness campaign to bring the platform to life across channels and engage key audiences, using verbal devices, visual elements, and targeted channel strategies. This approach aimed to create new opportunities for engagement, build momentum and encourage action across all audience segments.