Press Releases

“Deadliest Predator” hits Outdoor Retailer Show

World Vision and Insect Shield urge retailers to end malaria with new corporate cause campaign.

Seattle, WA July 2010 – As 20,000 retailers gather in Salt Lake City on August 3 for the first day of their annual trade show, Africa’s deadliest predator will be equally busy as it stalks and kills 2,000 children in places distant only by geography.

Humanitarian agency World Vision and its partner Insect Shield, are urging attendees at this year’s Outdoor Retailer Show to visit their “4 Deadliest Predators” exhibit and participate in a corporate cause campaign to end malaria.

Transmitted by mosquitoes, malaria kills nearly a million people every year – 85 percent are children under age 5. That’s one child every 40 seconds, making it the fourth leading cause of death for children under 5 worldwide. In Africa, malaria is among the top killers of children. One of the most effective solutions? Insecticide-treated bed nets that cost less than $10 each.

Through the End Malaria campaign, World Vision and a growing list of partners, including governments, corporations, humanitarian groups and a national grassroots constituency aims to contribute to a 75 percent reduction in malaria cases and nearly zero malaria deaths by 2015.

“Eliminating malaria globally is achievable. It is something that we can do in our lifetime,” says World Vision VP of Advocacy Joe Mettimano. “We are asking the Outdoor Retail industry to consider getting behind this cause and be the ‘corporate muscle’ in a generation that actually ends malaria for everyone, everywhere.”

How Retailers can Join the Cause?
At the 4 Deadliest Predators exhibit (booth #60080), visitors can donate to provide high-tech bed nets and Insect Shield-treated African cloth kangas to vulnerable women and children in malaria-endemic countries. Every $10 donation provides one bed net and one kanga.

Operational in nearly 100 countries, World Vision’s global “boots on the ground” distribution channels ensure that these products get into the hands of the most vulnerable. Additionally, World Vision’s extensive caregiver network assures that bed nets are being installed and used correctly, for maximum effectiveness. Thanks to the partnership with Insect Shield, known for their first-ever EPA-registered insect repellent apparel technology, World Vision can distribute insecticide-treated cloth kangas in villages and communities where people are displaced by disaster or poverty and cannot hang bed nets.

With innovative retail promotions, brand partnerships, and cause marketing campaigns, End Malaria is a cause outdoor retail customers will care about. While the industry is focused on cutting edge technology, performance and protection, thousands of children die each day for lack of an inexpensive bed net. While mosquitoes are simply a nuisance to outdoor enthusiasts here in the United States, they are a deadly predator in other parts of the world.

Stop by booth 60080 to:
* Experience the 4 Deadliest Predators exhibit, which brings End Malaria to life in an eye opening way.
* Talk to a representative about mosquito-themed POP promotions, product hang tags, co-branded products, event promotions and more.

* Take away a digital press or corporate/retailer/brand engagement toolkit, available at our booth.


Rachel Wolff, 253.394.2214,
Kelli Day, 253.227.3875,
Janine Robertson,206.354.9093,

The Outdoor Retailer Show is the world’s largest outdoor sports industry gathering in the world, bringing retailers and media together with over 1000 brands in the business of producing and selling the active outdoor lifestyle.

World Vision is a Christian humanitarian organization dedicated to working with children, families and their communities worldwide to reach their full potential by tackling the causes of poverty and injustice. World Vision serves all people, regardless of religion, race, ethnicity or gender.

Insect Shield® introduced the first EPA-registered insect-repellent apparel. Insect Shield technology has the potential to be an important tool in the battle against insect-borne diseases and improve the health of people worldwide. In partnership with a number of agencies and international relief organizations, Insect Shield technology is being used for apparel and other items that people use daily to aid in protection against insects.