This week, the campaign’ Malaria Must Die, So Millions Can live’, launched a digital and out of home advertising activation to inspire people to join the world’s first voice petition to end malaria. The campaign will activate online and on out of home displays and billboards across New York City during the annual United Nations General Assembly (UNGA) meeting 23-27 September.
Earlier this year, malaria champion David Beckham launched the world’s first voice petition to end malaria. In a short film, David appears to speak nine languages using emerging AI video synthesis technology. People around the world were invited to speak up by visiting malariamustdie.com and recording the message ‘Malaria Must Die’.
Today, the campaign is calling on more supporters to add their voice to the petition via the world’s first malaria AR (augmented reality) filter. Developed pro-bono by Facebook and Powster (an award-winning interactive and production company), the filter is available on Facebook and Instagram.
The filter simulates a swarm of deadly mosquitoes around the user’s head which only dissipate when ‘malaria must die’ is spoken, reinforcing the message that malaria declines with increased action but can return with a vengeance when the fight is deprioritised.
Using Quividi’s technology, a life-size version of the filter has been placed on a Gable digital kiosk and is showcased for the general public at the Global House at Tavern on the Green in Central Park.
Alongside this, Quividi has also rallied a coalition of OOH publishers – Captivate, Intersection, Lightbox and Westfield – to provide pro-bono Digital Out-of-Home (DOOH) advertising space, in over 2,000 locations across New York. The screens show David Beckham surrounded by thousands of mosquitoes, inviting the audience to join the voice petition and help end malaria.
Abi Smith, Creative Director at Powster says: “We’re extremely proud to have the opportunity to support such an important campaign. Working with Spark AR and Quividi provides a fantastic platform for us to innovate and share the message to ‘Speak Up’ with audiences on and offline in a way that is both playful and meaningful. It’s exciting to employ our technical expertise to create a really cutting-edge experience that will capture attention and help amplify the Malaria Must Die message around the world.”
Ke-Quang Nguyen-Phuc, CEO at Quividi says: “We feel privileged to use our Digital Out-of-Home audience intelligence platform for such a great cause. Leveraging Powster’s striking face responsive experience, our technology can add its voice to this powerful collective to end malaria. We are also grateful to all our OOH and technology partners that provided pro-bono Digital Out-of-Home advertising space and interactive digital kiosks for this fantastic initiative.”
The voices collected via the voice petition will be turned into a unique soundscape which will grab the attention of leaders ahead of The Global Fund to Fight AIDS, Tuberculosis and Malaria replenishment meeting on 10 October in Lyon. The Global Fund is dedicated to ending the world’s three biggest preventable killer diseases – AIDS, Tuberculosis and malaria and is seeking to raise at least US$14 billion for the next three years from donor governments, implementing countries and the private sector, to help save 16 million lives
The gathering of world leaders at UNGA this week marks the start of a critical decade of delivery and action on the Sustainable Development Goals (SDGs). In the fight against malaria the UNGA represents an important moment to call for more progress towards achieving Sustainable Development Goal (SDG) 3 – to ensure healthy lives and promote wellbeing for all at all ages – as well as accelerating progress against multiple other SDGs and achieving Universal Health Coverage (UHC).
James Whiting, CEO of Malaria No More UK says: “It’s important to find new ways to amplify the voices of those affected by malaria and give everyone the opportunity to speak out and call for more action to end this preventable disease. Malaria is the world’s oldest and deadliest disease and is still claiming the life of a child every two minutes. We want to grab the attention of world leaders and to demonstrate that people around the world have demanded an end to malaria in their generation,” explains James Whiting, CEO of Malaria No More UK, the charity convening the Malaria Must Die campaign.
In November 2017, the WHO World Malaria Report revealed that for the first time in a decade cases and deaths were beginning to increase and progress fighting the disease was stalling. The global malaria community came together and launched the Malaria Must Die campaign, fronted by David Beckham, in February 2018.
On 8 September 2019, the Lancet Commission on malaria eradication published a new report, authored by 41 of the world’s leading malariologists, biomedical scientists, economists, and health policy experts, that said that malaria can and should be eradicated within a generation.
James Whiting continues: “The ‘Malaria Must Die, So Millions Can Live’ campaign is part of the global drive to see progress accelerate. With the right leadership, tools and funding, we can be the generation that ends this killer disease for good”.