Title	DRAW THE LINE AGAINST MALARIA
Brand	MALARIA NO MORE
Product/Service	MALARIA NO MORE
Category	A06. Not-for-profit / Charity / Government
Entrant	ISOBAR Amsterdam, THE NETHERLANDS
Idea Creation	ISOBAR Amsterdam, THE NETHERLANDS
Idea Creation 2	DENTSU BENELUX Amsterdam, THE NETHERLANDS
Idea Creation 3	DENTSUACHTUNG! Amsterdam, THE NETHERLANDS
Media Placement	DENTSU AEGIS NETWORK Amsterdam, THE NETHERLANDS
Media Placement 2	CARAT Amsterdam, THE NETHERLANDS
Media Placement 3	IPROSPECT Amsterdam, THE NETHERLANDS
Media Placement 4	POSTERSCOPE NETHERLANDS Amsterdam, THE NETHERLANDS
Production	BLACK DOG FILMS London, UNITED KINGDOM
Production 2	RSA FILMS London, UNITED KINGDOM
Production 3	JM FILMS Lagos, UNITED KINGDOM
Production 4	LOBO London, UNITED KINGDOM
Additional Company	MALARIA NO MORE UK London, UNITED KINGDOM

Name	Company	Position
Daniel Sytsma	dentsu International & dentsuACHTUNG!	Global Chief Design Officer
Ronald Ng	Isobar	Global Chief Creative Officer
Anna Lungley	dentsu International	Global Chief Sustainability Officer
Caroline Dean	Isobar	Global Chief Marketing Officer
Michael Zylstra	dentsu International	Chief Strategy Officer SSA
Kika Douglas	dentsuACHTUNG!	Executive Creative Director
Sam Souen	dentsuACHTUNG!	Creative Director
Jasper Janssen	dentsuACHTUNG!	Creative Director
Alberto Talegon	Isobar	Creative Director
Isaiah Iraya	Isobar	Creative Director
Yash Deb	Isobar	Creative Director
Arun Balagopal	Isobar	Creative Director
Kara Prosser	Isobar	Research Lead
Láolú Senbanjo	Láolú Senbanjo	Art Director
Daniel Bunde	dentsuACHTUNG!	Creative
Teresa Makori	Isobar	Creative
Anne Cheruiyot	dentsu International	Creative
Bart Heideman	dentsuACHTUNG!	Designer
Miles Salé	dentsuACHTUNG!	Designer
Lorenzo Angelone	dentsuACHTUNG!	Designer
Gabre Minkah	Gabre Minkah	Global Programme Lead
Alexandra Lima	Alexandra Lima	Project Manager

Why is this work relevant for Brand Experience & Activation?

How do you activate an entire continent to demand action against the oldest and deadliest disease? We decided to inject conversation about malaria into youth culture. We pressured heads of state to take action, with an integrated pan-african movement led by the generation that will end malaria. The centre piece of this movement was an activation that connected everything. We invited people to add their personalised message to a collective artwork created with influential artist and activist Laolu Senbajo, this led to a visual language that informed the hero film, online platform, OOH, face filter and a capsule streetwear collection.

Background

Africa is the continent of the future, with 60% of the population under 25 years old it has the youngest population in the world. But a deadly disease is stealing this future - Malaria affects mainly young children, killing a child every two minutes. There is also hope: malaria is a preventable disease. In a study published in the Lancet, 41 leading scientists have stated that malaria can be eradicated by 2050. At the 2018 Commonwealth Heads of Government meeting, all 53 country leaders committed to halve malaria by 2023. But only if governments live up to their commitments and put real action in place. Malaria No More asked us to create a way to bring the African youth together and pressure world leaders to put Malaria back on the political agenda - to make sure they will be the last generation to ever see Malaria.

Describe the creative idea (20% of vote)

Draw The Line Against Malaria is a movement led by the generation that will end malaria. To end Malaria, African youth needed to demand action from heads of state. But growing up with Malaria as an inevitable fact of life had made youth lose hope in a malaria-free future. To bring this hope back, we made the mission of ending Malaria part of African youth culture To tap into African culture, we partnered with renowned Nigerian Artist and Activist Laolu Sebanjo. Together we created a modular line pattern that would represent our movement. The Muundo combines traditional line art with technology to create a collective artwork that demands a malaria free future from world leaders. We built the movement line by line. Inviting celebrities, influencers and digital african youth to add their own line to a digital platform and facefilter, turning the pattern into a collective statement against malaria.

Describe the strategy (20% of vote)

With 60% of the population under 25 years old Africa has the youngest population in the world and was a generation that had lost hope in a malaria free future. This made us realise that we needed to create a youth movement to effectively drive the much needed political action. To engage African digital youth in the fight against malaria we injected the conversation into the youth culture. Africa has become a powerful cultural voice with strong cultural leaders, so we asked them to lead the movement with the generation that will end malaria. We created a visual language that allowed everyone to add their line to a collective message: The Muundo. The messages were further personalised with a modular headline: “Malaria, we’re too _____ for you”. The Muundo informed every element of this movement.

Describe the execution (30% of vote)

–The campaign was launched with a film that invited African youth to join our movement. The film featured cultural leaders Eliud Kipchoge, Omotola Ekeinde, Sherry Silver and Siya Kolisi. –A fashion capsule collection created with Nigerian streetwear label I N Official helped us to get the message out on the streets and the feeds. –The animation film narrated by Grammy award singer Yemi Alade told the full story of the Muundo from its origin (traditional body painting) to the collective artwork that spreads across the world. –The online platform allowed everyone to personalise their message and add it to a collective mural. –A face filter on instagram and facebook, launched in partnership with 50 African influencers, enabled digital youth to wear the Muundo as a face mask. – A PR, influencer and ambassador industry ensured that all of the above was visible across social media, outdoor, global and african

List the results (30% of vote)

We created a true movement, with over 1.4 billion impressions to date and over 3 million dollars in free media space donated to support the campaign, generating over 7.5 million video views and over 2 million site visits. The digital platform, facefilter and social influencer strategy generated 24.7 million campaign engagements. The movement has been featured on BBC, CNN, CNBC, Al Jazeera, SKY, MTV, Nickelodeon and more. The campaign inspired a generation to believe in a future without malaria – 69% of youth surveyed believe that malaria can be eliminated in their country. After the meeting of the Commonwealth Health Ministers on 20-21 May 2021, the following statement was released: “We agree to accelerate progress towards the target of halving malaria by 2023 and resolve to continue our commitment to combating the disease across the Commonwealth in order to achieve regional and global malaria targets for 2030.”