Charity Challenge 2010
Malaria No More UK reaches global audience of 43 million through two innovative campaigns thanks to Promax UK’s charity challenge 2010
Malaria No More UK is an innovative charity working in support of the global goal of near zero deaths from malaria by 2015. Malaria still kills a child every 45 seconds and yet it is a preventable and treatable disease.
We save lives through high-impact awareness and fundraising campaigns and by making strategic investments in Africa where 90% of malaria deaths occur. Since we started three years ago we have helped to protect up to five million people in Africa from malaria.
The campaigns created through our association with Promax UK, MTV UK and Cartoon Network UK do an invaluable job of communicating the issue of malaria in an engaging and surprising manner, resonating with our target mass audience. They also have a measurable and direct impact on our work to raise awareness and support to help save lives in Africa.
Our Malaria No More UK team is made up of seven people and we have no ad spend and a limited production pot, so put simply, it would have been impossible for us to achieve the reach of these campaigns without this incredible support.
The campaigns:
In a nail biting pitch session at last year’s conference seven talented teams pitched a compelling array of creative ideas in response to our brief (link to brief). After a tough judging session Cartoon Network UK and MTV UK were announced joint winners. We enjoyed an exceptionally collaborative and professional relationship with both teams throughout the production process and several on-going relationships have been forged.
“Music to Save Lives campaign” was created by MTV UK and launched on World Malaria Day (April 25th) on MTV, YouTube and the Sun.co.uk and was seeded virally by the 7th Chamber. The “festival” spot was shot on a college campus in north London with “mosquito net” tents donated by some of our corporate partners and all the actors taking part for free. The ad featured festival frolics and equates the number of lives lost annually to malaria with the number of people who attend the UK’s 12 largest festivals – a total of 781,000 people.
Phase two of the campaign launched at the V Festival where a text to donate version of the advert ran on the big screens at both venues and was endorsed by talented musician Aloe Blacc and Presenter Alice Levine. Aloe Blacc said: “Music is a powerful force for social change and inspires passion and action on hugely important issues like making malaria no more. My song I Need A Dollar is dedicated to all those who don’t have a voice or a dollar and the good news is, we’re in a position to do something to help. I’m excited about playing at V, I know it attracts a great crowd and hope they’re motivated by the ad and enthused to enter the competition and help save lives”.
We managed to secure additional sponsorship and support for the campaign from our corporate partner, the mosquito net manufacturer Vestergaard Frandsen as well as Blink TV, the V Festival, the Sun and Geoff Lloyd (who hosted the original Promax session) promoted the campaign on his Absolute Radio show. Our Leadership Council member David Beckham also promoted the campaign to his facebook fans generating over 4,500 comments! 71,000 people and rising, viewed the spot on YouTube.
The total audience reach for the campaign was over 14 million and we enjoyed an 11% increase in our twitter following and 13% more likes on facebook.
“Beat the Mozzy” campaign with Cartoon Network UK and Promax UK launched in the run up to World Mosquito Day (August 20th) and built on the success of “Music to Save Lives.”
Screen grabs, press advert and facebook app imagery attached
4 30” spots were produced featuring Ziii the malicious mosquito who is fixated on spreading malaria but happily gets foiled at every turn!
The campaign was promoted cross platform and achieved Third Sector’s Digital Campaign of The Week. We also placed pro bono press adverts in the Independent, placement of blogs on the Guardian and the drum.co.uk (links) and CNN.com international provided a significant high value package with our 15 sec pre roll and banner ad appearing on their homepage. Other key supporters included Cartoon Network UK, Adult Swim, the Sun and Jazz Fm as well as Charity Supporters Comic Relief, The Bill & Melinda Gates Foundation, The Wellcome Trust, the Tony Blair Faith Foundation and Bono’s charity – One.
Finally David Beckham promoted Beat the Mozzy to his 13.7 million fans on facebook, as did Andy Murray! Link to DB’s post
In the end the Campaign generated 29 million opportunities to view, saw a 50% rise in our facebook likes, a 729% growth in post views and a 974% rise in post feedback.
Conclusion:
Arabella Gilchrist Director of Communications for Malaria No More UK said:
“Our vision is to end deaths from malaria, a preventable disease which still claims the life of a child every 45 seconds. Raising mass awareness and understanding in a surprising, innovative and compelling manner is key to helping us achieve our mission, which is why these two campaigns are so pivotal. The partnerships with Turner UK and MTV UK have delivered tangible, impactful results reaching over 43 million people globally with an equivalent value of £1.25 million. A remarkable effort and wholehearted thanks to Promax UK and the creative teams. The success of these campaigns shows that a strong proposition combined with compelling creative and an engaging message really can help make malaria no more.”
