It was truly an honour to work with the team at Breakthrough ACTION Guyana and Johns Hopkins University to research and develop a voice and tools to help persons in these regions get the treatment they need. This showcase can by no means highlight the years of work that the teams have put into it, but you can find more at their website.

For more on the products we’ve developed, you can take a look at them here, along with the research and specific design choices made for each product developed.

Breakthrough ACTION, in collaboration with Guyana’s Ministry of Health (MOH), launched a human-centred design initiative to address malaria in the country’s hinterland regions—specifically Regions 1, 7, 8, and 9. These areas, where gold mining is a primary economic activity, account for the majority of Guyana’s malaria burden. The project focused on improving malaria outcomes among miners and migrant populations through a comprehensive Social and Behaviour Change (SBC) campaign.

Utilising a human-centred design approach, the campaign targeted key behaviours: encouraging timely testing and treatment, supporting volunteer malaria testers, promoting adherence to treatment regimens, and increasing consistent use of long-lasting insecticidal nets (LLINs). The initiative combined field research, creative strategy, and community insights to deliver a powerful, multi-platform campaign aimed at reshaping health behaviours in remote, high-risk environments.

Malaria continues to pose a major public health challenge in Guyana’s gold mining hinterlands, with up to 95% of the country’s malaria burden concentrated in these regions. The highest incidence is among males (65%), driven by economic migration during periods of high gold prices. Remote mining camps are often beyond the reach of public health services, leading residents to rely on private market drugs—many of which are ineffective or unsafe. Additionally, misinformation, cultural attitudes, and low risk perception among miners contribute to delays in diagnosis and improper treatment, reinforcing the cycle of infection and transmission.

The campaign was executed through a comprehensive, multi-channel strategy designed to reach and resonate with the target population, particularly considering the low literacy levels found in many of Guyana’s hinterland communities. To ensure accessibility, materials were developed using clear visuals, minimal text, and local dialects where appropriate. The “Lil Mosquito, Big Problem” campaign served as the central brand, delivering key messages through engaging formats such as radio jingles, television commercials, and illustrated posters. Additional tools included job aids and counselling cards for volunteer testers, laminated placemats for restaurants, road signage, and brochures—all designed to be easily understood and culturally relevant. Social media content and physical media like DVDs and branded flash drives helped extend the campaign’s reach into remote areas, while innovative initiatives like the Malaria Backdam Champions and Malaria Super Teams helped drive peer engagement and community ownership of malaria prevention and care.