This paper examines the take-up of a new malaria control device by rural households in Kenya, and tests whether the demand curve for the device varies with the framing of marketing messages and with the gender of the person targeted by the marketing. The paper finds that the demand for malaria-preventing bed nets in Western Kenya is sensitive to price, but quite insensitive to other things tested. Women do not appear to have a different price elasticity than men and neither women nor men respond to framing. Liquidity constraints may be the main barrier to investments in malaria prevention, consistent with recent research in India showing that while 2% of households purchase an insecticide-treated bednet (ITN) in cash, 59% purchase at least one when ITNs are offered on credit.