Against the backdrop of the COVID-19 pandemic, a new youth-focused creative campaign powered by African stars launches today to “draw the line” against malaria, one of humanity’s oldest and deadliest diseases.
The Draw The Line Against Malaria campaign is fronted by a team of change-makers coming together to inspire young people from across the African continent and the globe to call on their leaders at zeromalaria.org and push for political action to end malaria within a generation.
The campaign launches exactly four months ahead of the Kigali Summit on Malaria and Neglected Tropical Diseases, being held on the eve of the Commonwealth Heads of Government Meeting (CHOGM) in Rwanda on June 24. The Summit is a milestone moment in the malaria fight and enabler of game-changing political decisions including delivering the commitment to halve malaria across the Commonwealth by 2023.
The Draw The Line Against Malaria campaign, which supports the growing Zero Malaria Starts with Me movement, reflects the energy, talent, and cultural influence emanating from the African continent with references to art, fashion, music, sport, and entertainment. The campaign combines an interactive digital platform at zeromalaria.org and is brought to life through a powerful film highlighting young people taking charge of their lives and refusing to allow malaria to steal their futures.
Kenyan athlete and Olympic gold medallist Eliud Kipchoge says: “I believe in the power of human potential and our ability to change the world, because no human is limited. Malaria has no place in our lives today. This disease has stolen from us for too long, stopping people from working and children from going to school.
“Even now, malaria is still taking the life of a young child every two minutes. We can change this, we can overtake this preventable, treatable disease and end it in my lifetime. Join me and let’s draw the line against malaria once and for all.”
The campaign is supported by a host of high-level global talent from Africa including: Omotola J Ekeinde (Nigerian actress and philanthropist), Osas Ighodaro (Nigerian American actress and producer), Saray Khumalo (South African explorer), Eliud Kipchoge (Kenyan marathon world record-holder), Siya Kolisi (South Africa’s World Cup winning rugby captain), Láolú Senbanjo (Nigerian artist), and Sherrie Silver (award-winning Rwandan British choreographer).
Acclaimed Nigerian music video director Meji Alabi directed the campaign film which will be rolled out on channels and platforms across Africa. In the film, 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.
With 74 percent 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 which claims the life of a child every two minutes. – Agencies
