Certified Care
Raid · 2023
6 awards: Cannes · London International Awards · Clio Awards · D&AD · +2 more
Strategic insight
Women already perform essential healthcare labor for free; recognizing and compensating that work simultaneously solves a social inequality and strengthens malaria response infrastructure at scale.
Business Result
The program achieved measurable public health impact: 55% of all malaria cases in Rwanda are now treated by certified workers, surpassing hospital-based treatment. Over 10,000 women certified; 1+ million cases treated with the number growing continuously.
Cultural Impact
The initiative reframes invisible domestic labor as legitimate, compensated work deserving government recognition. It establishes women as the backbone of community-level disease prevention rather than auxiliary caregivers, shifting institutional understanding of their role.