Malaria No More UK: Draw The Line Against Malaria - Behind The Scenes

The campaign invites people to share the cinematic hero film, directed by acclaimed Nigerian music video director Meji Alabi, which showcases the captivating talent and energy emanating out of the African continent, including Dr Omotola J Ekeinde, Nigerian actress and philanthropist; Osas Ighodaro, Nigerian American actress and producer; Saray Khumalo, South African explorer; Eliud Kipchoge, Olympic Gold-medallist and marathon world record-holder; Siya Kolisi, Captain of the Springboks, South Africa’s World Cup winning rugby team; and Sherrie Silver, award-winning Rwandan British choreographer. The stars are joined by global artist Láolú Senbanjo, and a team of malaria community champions who feature in different scenes to tell the human story of malaria and the devastating impact it has on their education, employment, health and prospects. With 74% of Africans now aged under 35, the youth contingent are powerful agents of change and the campaign represents a rallying cry for them to step up action in the fight against malaria. dentsu teams from Amsterdam, Cape Town, Copenhagen, Geneva, London, Nairobi and New York worked in close collaboration with a collation of agencies, including the African Leaders Malaria Alliance (ALMA), the African Union Commission, The Bill & Melinda Gates Foundation, Impact Santé Afrique, Malaria No More UK, RBM Partnership to End Malaria and Speak Up Africa. The creative and strategy was led by Isobar Amsterdam with dentsu media agencies iProspect and Carat collaborating to drive media planning across multiple African markets including Kenya, Nigeria, Rwanda, South Africa and Zambia as well as target donor markets including the UK, USA, Japan and Australia. The digital platform was created by Isobar in collaboration with Firstborn. At the heart of the campaign is a fresh new universal visual language made up of lines, symbols and patterns, the ‘Muundo’ created by acclaimed Nigerian artist, activist, and human rights lawyer, Láolú Sebanjo. The language, is a beautiful, eye-catching visual representation of the actions that are needed to end malaria once and for all within a generation, from cutting-edge technology and innovations to increased investment and bold political actions. The 'Muundo' has been designed to inspire young people to show their support for the malaria fight. Youth across cultures and continents are invited to add their unique line to the Zero Malaria website and contribute to a collective message asking world leaders to step up the fight against malaria. Each line will create a unique piece of art that is added to a globally crowdsourced mural. The artwork will be presented to world leaders as a collective message of solidarity powered by the people at the Malaria and NTDs Summit on 24th June 2021, on the eve of the Commonwealth Heads of Government Meeting in Kigali, Rwanda. The Summit is a milestone moment in the malaria fight and enabler of game changing political decisions including delivering the commitment to halve malaria across the Commonwealth by 2023.