Movement and buzzing catch the attention of thousands of Times Square bystanders.
A bystander looks up and sees mosquitoes swarming the billboards, uncomfortably surrounding him or her.
A stop button appears.
The button depresses and the mosquitoes dissappear. Facts begin to fade in to the billboards, and the our bystander learns that malaria caused by mosquitoes kills a million people each year. The connection is made between the mosquitoes they just saw and the problem with which they're presented; both can be stopped.
Facts continue to fade in and out, educating and surprising the bystander by how serious a threat malaria still is around the world. Seeing how easy it is to save two lives with just a text, our bystander feels empowered to make a difference by buying a bracelet.
Our bystander understands that they really can make a difference. They are the cure.
To provide further incentive, he or she learns that in buying a bracelet, they will also be able to post their picture to Times Square with a message. Everyone wants 15 seconds of fame.
Information about concerts happening in cities across the US appears on the billboards. Bystander, thinking: "Oh, and the bracelet also grants me entrance to benefit concerts around the US, including one here in Times Square? Who wouldn’t want to save lives and see great music? Awesome!" [ getting phone out ]