Last summer the Confederation of African Football endorsed United Against Malaria partnership – of which Malaria No More is a key member – as a premier social cause of the most-followed events in Africa: the 2013 Cup of Nations (AFCON) football tournament.
The most revered champions of Africa’s best loved sport talking about malaria during Africa’s most watched public events? A captive audience of 6.6 billion people, most of them living in malaria-endemic Africa? What could be more captivating!
The biggest names in African football and the top political leaders in Africa’s malaria fight signed onto the campaign, and lent their time to record public messages about malaria for their African audience. These include five elite footballers and five African presidents, including football legends Didier Drogba and Samuel Eto’o, and the first-ever female African head of state, Liberian President Ellen Johnson Sirleaf. TV, radio ads, and billboards were created which feature the players and presidents, targeting policy-makers and decision makers about investments in malaria programs, as well promoting calls-to-action with simple steps to prevent and treat malaria.
Didier Drogba’s Malaria Prevention PSA
To ensure these malaria messages are heard by football fanatics continent-wide, 10 pan-African TV/radio stations, including the biggest radio station in Africa and the official football tournament channel, advertisements in over 10 countries, and 75 billboards in more than 13 countries are helping get the job done.
In addition to the tremendous media support, the campaign launched at the African Union Summit to include more African Heads of State, and a TV spot about the campaign aired during the AFCON Draw and East Africa CECAFA tournament. During the AFCON games, the campaign will be included during AFCON half-times (when football fans are already tuned into watch their favorite footballers), in AFCON sportscasters’ dialogue during televised games, and at the AFCON Final Game’s closing ceremony?
Football stars in malaria prevention billboards around Africa
For Africa’s social media users, a 2-minute quiz is available on the United Against Malaria Facebook page for the chance to win Drogba-autographed swag, like a football or a jersey.