Dentsu International partners Malaria No More UK to ‘draw the line against malaria’

Dentsu International has partnered with global NGO Malaria No More UK to launch ‘Draw The Line Against Malaria’, a star-studded creative campaign that invites young people from across Africa and the globe to join the movement to end the world’s oldest deadliest disease.

The global integrated campaign 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 (Malaria).

The groundbreaking ‘draw the line against malaria’ 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 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.

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 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.

Chief sustainability officer, Dentsu International, Anna Lungley, said: “Malaria is one of the world’s deadliest diseases and kills a child every two minutes. Africa carries the highest burden and it is alarming that Covid-19 may result in malaria deaths rising by 50% as access to healthcare, medicines and essential services is interrupted. ‘Draw The Line Against Malaria’ is a stunning example of creative collaboration across Dentsu’s global agency teams that we hope will inspire a generation to unite and take action to end malaria for good. We are delighted to partner with Malaria No More on this campaign”.

Africa director at Malaria No More UK, Lilies Njanga, added that: “As young people face unprecedented new challenges around employment and health due to the pandemic, we must protect the fight against malaria. Africa’s youth are too smart and too strong to let malaria steal their futures.”

To date dentsu has invested over 10,000 volunteer hours in the Malaria No More partnership and committed to reach over 300 million people with campaigns calling for an end to malaria.


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