The initiative was marketed via a series of newspaper advertisements and posters treated with citronella essence at prominent bus stops, preventing people waiting for the bus from receiving mosquito bites. Accompanying the campaign, the newspaper ran articles educating people in ways of preventing dengue.

The success was overwhelming: The first newspaper printed with this special ink – published on the last day of national dengue week and World Health Day – sold out very quickly, even with a bigger-than-normal print run. 

Sales climbed by 30 percent, and even more impressively, the newspaper’s readership increased by 300,000.

Watch the video.