Isobar Amsterdam leads Malaria No More creative campaign
Dentsu international has partnered with global NGO Malaria No More UK to launch ‘Draw The Line Against Malaria’.
The star-studded creative campaign invites youth from across Africa and the globe to join the movement to end the world’s oldest deadliest disease.
The global integrated campaign creative and strategy was led by Isobar Amsterdam and is the latest in a three-year pro bono partnership involving creative and media agencies from across the dentsu international network, aimed at ending a disease that kills a child every two minutes.
The ground-breaking campaign taps into a cultural moment where new generations are claiming their futures back from this deadly disease, combining a digital platform, activation and powerful film.
The campaign invites people to share the cinematic hero film, directed by acclaimed Nigerian music video directorMeji 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, SouthAfrican 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 LáolúSenbanjo, 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 iProspectand 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.