Sumitomo Chemical Company Ltd.’s made a commitment in 2002 to the Corporate Social  Responsibility (CSR) group to establish the Global Vector Control unit. Global Vector Control’s goals would help the world curb insect vectors which transmit disease, cause human sickness and mortality, and contribute to poverty throughout the world. Sumitomo Chemical believed that its activities should not just benefit Sumitomo and its shareholders, but contribute to the welfare of the global community and Africa in particular

To accomplish these goals, Sumitomo began manufacturing Olyset Nets and other pest control products in Africa. By 2005, the branding and marketing initiatives were underway to ensure that every man, woman and child (in Malaria infected areas) would sleep under its durable and long-lasting net.

Today, the Olyset Net model produces a vital public health product that saves lives and simultaneously boosts economic development in Africa. Sumitomo Chemical believes this is an advance beyond aid, toward self-sustaining enterprises in the service of public health.

Challenges
The challenges were very great. Sumitomo’s business and social responsibility goals required establishing an original brand and corporate identity, and launching and establishing brand recognition to key markets and influential partners. Olyset Net’s image would be key to eclipsing the competition.

The ongoing challenge is to continue building brand recognition and creating positive sentiments toward the brand.

Solution
In 2005, Sumitomo engaged, Transition Networks, the design and marketing agency to support its competitive objectives by creating a comprehensive brand identification program, logos, marketing and presentation materials; a worldwide website--in Open Source (LEMP); trade show exhibit graphics, print ads, online newsletters, branded email templates and email marketing tools... all the initial requirements to support the brand image and its key messages.

By 2006, after a successful branding review in Tokyo, phase two of the marketing plan was underway. Sumitomo’s support of the United Nation’s launch of Africa Live was highly successful. Materials were designed in English, French, Portuguese and Swahili; Malaria Day, was an annual opportunity to distribute informative DVD’s, promotional calendars, posters, and Olyset Brochures.

Throughout 2007 and 2008, the Olyset Net brand began to gain traction and international awareness. Sumitomo Chemical's contribution to the welfare of the global community has been exemplary.

Over Time, Olyset Net’s Market Positioning Evolved From:
• Powerful Protection Against Malaria
    to
• Japanese Technology Made in Africa
    to
• Long Lasting Bednets - Olyset® Made in Africa by Africans for Africans

Over a three-year period, Olyset Net rose from a visionary concept to protecting families against malaria. Today it is the #1 most recognizable and valued brand in the public health industry. As a result of Sumitomo’s brand marketing and strong partnerships, Olyset Net has become the most the most vital public health product that saves lives and simultaneously boosts economic development in Africa.

The collaboration between Sumitomo Chemical and Transition Networks continues to evolve the Olyset Net marketing message and culminated recently when President Bush visited the Olyset factory in Arusha and launched the initiative for distributing 5.2 million bednets in Tanzania. This was a boost of international exposure for Sumitomo’s health + humanitarian advocacy and for Transition Networks, the design and marketing agency. “Helping humanity is the right thing to do and has created a special bond between the client and our agency,” states Mary Olson, President + CEO, Transition Networks.