Malaria No More UK is looking to deliver its message during the United Nations General Assembly meeting in New York this week with “Malaria Must Die, So Millions Can Live,” a campaign that combines digital and out-of-home experiences.
The campaign actually kicked off in April with a short film featuring soccer superstar David Beckham appearing to speak in nine languages and encouraging viewers to record the message, “Malaria must die,” on a voice petition. The video was created using emerging artificial intelligence video synthesis technology.
Malaria No More UK is taking the next steps this week with its introduction of an augmented reality filter for Facebook and Instagram, which was developed pro bono by Facebook and interactive creative studio and production company Powster.
The filter adds a swarm of deadly mosquitoes around the head of the person using it, and those mosquitoes will only disappear after the words, “Malaria must die,” are spoken.
Life-sized versions of the filter, developed using out-of-home advertising display boards powered by Quividi, will be placed in three locations in the New York area: Tavern on the Green in Central Park, the Westfield World Trade Center shopping center and the Westfield Garden State Plaza mall in Paramus, N.J.
And more than 2,000 digital out-of-home billboards featuring Beckham surrounded by thousands of mosquitoes will be placed around New York.
Malaria No More UK said the voices collected via its voice petition will be turned into “a unique soundscape” with the aim of capturing attention prior to The Global Fund to Fight AIDS, Tuberculosis and Malaria’s replenishment meeting in Lyon, France, Oct. 10.
James Whiting, CEO of Malaria No More UK, said in a release, “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 it 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 this generation. 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.”