African stars unite youth to "Draw The Line" against malaria and take back their futures

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 changemakers 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 24^th June. 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.

The campaign is powered by African changemakers, including Eliud Kipchoge, Olympic Gold-medallist and marathon world record-holder; Siya Kolisi, Captain of the Springboks; Dr Omotola J Ekeinde, Nigerian actress and philanthropist; Sherrie Silver, award-winning Rwandan British choreographer; Osas Ighodaro, Nigerian American actress and producer; Saray Khumalo, South African explorer; and Láolú Senbanjo, global artist from Nigeria and Art Director for the campaign.

Draw The Line Against Malaria unites and inspires young people to draw the line against malaria at zeromalaria.org using a unique malaria ‘Muundo’ language created by acclaimed Nigerian artist Láolú Senbanjo.

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.”

Dr Abdourahmane Diallo, CEO of RBM Partnership to End Malaria says: “Countries held the line on malaria during 2020 – and this year we must draw the line for good. Long-time investments in the malaria fight continue to pay dividends and are pulling double duty during the pandemic. By strengthening our health care systems, we can better respond to both new and existing health threats.

“Together, we can end malaria, and today’s youth can be the generation that rids the world of this ancient and deadly disease and achieves a malaria free future for all. Today, we must all draw the line against malaria and recommit to achieving zero malaria in Africa and around the world.”

The Draw The Line Against Malaria campaign was created by Dentsu International, who led the creative strategy, concept, production, and media, and developed by a coalition 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.

Meanwhile, El Salvador has become the first country in Central America to be officially certified as malaria-free by the World Health Organization (WHO). Globally, a total of 38 countries and territories have reached this milestone and 21 countries have registered at least three consecutive years of zero malaria cases since 2000.