Malaria is responsible for 33% of all pediatric deaths in Ghana. The mosquitos that carry this deadly disease are especially active in homes at dusk and dawn. Despite the threat, Ghanaians are wary of trying new products, and often choose old methods over innovation.  Raid, a brand Ghanaians know and trust for effective pest control, created a solution that was both effective and easier to use than other methods. Raid Day and Night is a simple poster that you place on the wall and spray 3 times daily. It protects the home for up to 24 hours and is much easier to use than other solutions. Raid Day and Night is a brilliant product innovation but it’s also a completely different way to protect from mosquitos.  We needed to find a way to get this new product into homes to protect families, despite a cultural aversion to the unfamiliar.