Title	DRAW THE LINE AGAINST MALARIA
Brand	MALARIA NO MORE
Product/Service	MALARIA NO MORE
Category	A04. Digital Image Design
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

Describe the creative idea

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 execution

We worked together with Laolu Senbanjo to create a visual language that allowed everyone to add their line to a collective message: The Muundo. The Muundo is designed as a modular system that allows african youth to personalise their message with a range of graphics and symbols. In addition they can personalise a modular modular headline: “Malaria, we’re too _____ for you”. The Muundo informed every element of this movement. The Muundo was the centerpiece that informed every element of the campaign: –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 news channels.