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About this initiative

Since 2000, there has been record progress in the fight to end malaria with malaria deaths cut by over 60%, saving almost seven million lives.  However, despite this progress, malaria is still one of the leading causes of childhood death today. In 2015, there were over 212 million cases and 429,000 deaths from malaria worldwide. The increasing emergence of drug-resistant forms of malaria and insecticide resistant mosquitoes threatens the hard-won progress to date. There is still so much more that needs to be done.

That’s why in 2017 Dentsu Aegis Network launched a partnership with global malaria charity, Malaria No More, to support them in their campaign to end malaria for good. The global partnership, in place until 2020, is focused on forming a ‘Creative Collective’ of media and advertising agencies to encourage collaboration for a campaign to make malaria history.


#MalariaMustDie is the campaign which emerged out of the collaboration and has been supported by a range of agencies both inside and outside Dentsu Aegis Network with the main focus being to rally public support for world leaders to take action on malaria eradication. This was a high-profile campaign, even enlisting the help of David Beckham who contained himself in a glass box surrounded by mosquitos for the cause! 


A range of Dentsu Aegis Network agencies were involved in Phase 1 of the campaign, including: Carat, who assisted with initial messaging work, Vizeum, who worked on audience and media planning,  Isobar, who created and designed the #MalariaMustDie website and Amplifi, iProspect Carat, Vizeum and Posterscope who negotiated pro bono online, print, TV and outdoor media coverage in India, the UK, Nigeria, Kenya and Australia. 

With the help of the 'Creative Collective', the campaign reached 1 billion people globally to exert pressure on political leaders. This strategy came through when world leaders pledged to halve malaria by 2023 with an additional capital infusion of USD$4.1bn into the Global Fund at the Commonwealth Summit in April this year.


Kate Wills, Director of Communications and Partnerships at Malaria No More said: "[This campaign] shows how crucial it is to have cross-sector engagement and commitments [...] [Dentsu Aegis Network] showed that this is not just another siloed charity campaign but one that looks to engage the wider public and [business]