Yemi Alade voices new animation for World Malaria Day campaign
Grammy Award-winning Nigerian Afropop singer, songwriter, actress and activist, Yemi Alade, has joined African superstars supporting the ‘Draw the Line Against Malaria’ campaign, which aims to inspire and empower 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 groundbreaking campaign, first launched across Africa in February 2021, is a unifying global platform designed to capture youth, community and public imagination, and will be rolled out globally on World Malaria Day.
The campaign aims to generate mass awareness and high visibility for the Zero Malaria Starts with Me movement across malaria-affected countries and beyond, and reflects the huge energy, talent, and cultural influence emanating from the African continent with references to art, fashion, music, sport and entertainment.
As the voice of a new Draw the Line animation, Alade joins other African changemakers from across the continent lending their talents to fight the disease: 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.
With narration from Alade and in partnership with Dentsu International, the Draw the Line animation explores the story behind ‘Muundo’ – a fresh new universal visual language created by Láolú Senbanjo, made up of eye-catching lines, symbols and patterns. The language is a beautiful, visual representation of the actions that are needed to end malaria within a generation, from cutting-edge technology and innovations to increased investment and bold political actions.
Alade said: “Living in Nigeria I have suffered from malaria many times in my life, and it’s devastating. It’s outrageous that this preventable and treatable disease is still stealing young futures and limiting life choices indiscriminately.
“But we can work together to find our voices, break down boundaries and stop malaria in its tracks. I love to see people pushing themselves to find out what they are really capable of – getting up and fighting for what’s right is our collective superpower, and we can all change the course of history together.”
The animation shows the different ways that malaria impacts young people, as well at the ways that it can be reduced and ultimately eliminated. As part of their partnership to support the Draw the Line Against Malaria campaign, ViacomCBS Networks Africa (VCNA) will broadcast the animation on Nickelodeon’s global platforms. It will also be shown on other regional television channels and digital networks.
To bring the animation to life, Dentsu worked with award-winning animation studio Lobo. The team animated Láolú Sebanjo's patchworks and applied them as textures into 3D models. To blend together multiple styles, the studio created a layer of upbeat animation with their talented team of 2D artists. In contrast to the fast-paced graphics, the camera moves with a slower rhythm, addressing the seriousness of the subject matter. The result is a fresh mix of different techniques and rhythms all packed by the beautiful energy of Alade’s voice.
Kika Douglas, executive creative director at DentsuAchtung, said: “Malaria is the world's oldest and deadliest disease, but we can eradicate it within our generation. What has been missing to date is a campaign that can inspire and unite a generation.
“Draw the Line is not only a call to action to this generation to claim their future; it’s a stage that shows the world the incredible array of talent, power and creativity of African youth.”
Felipe Machado, creative director for Alton/ Lobo Design & Animation, adds: “We constantly seek out meaningful work that can have a positive impact on the world and we are thrilled to contribute. Everyone involved in the process was open to trying new things so it was easy for our animation team to bring forth fresh ideas and watch them grow into the final film. We couldn't be prouder of the end result.”
The Draw the Line campaign asks people everywhere to visit zeromalaria.org and add a personal line of Muundo art to a growing piece of crowdsourced artwork which represents a visual call to action to world leaders.
The artwork will be shared with leaders at 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 June 24. 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 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.
From This Day:
Change Generation, Today’s Youth are the Generation that will End Malaria
Throughout history, Malaria has affected every country in the world. However, the highest prevalence of the world’s malaria cases and deaths are now occurring in sub-Saharan Africa.
As we commemorate this year’s World Malaria Day, we’re asking for collective effort around the world to #DrawTheLine Against Malaria and for this deadly disease to end within a generation. The Draw The Line Against Malaria campaign is a positive, bold, ground-breaking campaign featuring a coalition of African stars, artists and champions, designed to inspire and unite the African and global youth generation to push for intentional action to end malaria within their lifetime.
Malaria is the oldest and deadliest disease on the continent and this can no longer be ignored. Infact, the World Health Organisation (WHO) has warned that despite 90% of life-saving malaria prevention campaigns being rolled out as planned in 2020, disruption to malaria diagnosis and treatment could still pose a threat to thousands of lives across the African continent where 74% of the population is below the age of 35. Africa is indeed a young continent. Therefore, we need to bolster efforts to inspire and galvanise young people across Africa, and globally to fight against malaria.
World Malaria Day is an important initiative that requires us to reflect upon and recognise the global efforts that have saved more than 7 million lives since 2000 and supported in over 20 countries to end malaria for good.
It is unfortunate and disheartening that despite the progress made since 2000, malaria continues to claim lives and COVID-19 has exasperated this endemic disease. Therefore, it is our duty as citizens of this continent to come together to build formidable partnerships that will rival some of Africa’s biggest issues.
As a leading entertainment powerhouse with powerful platforms that reach vast African and global audiences, ViacomCBS Networks Africa (VCNA) have partnered with the Zero Malaria Starts With Me (ZMSWM) movement to engage and mobilise young people in the fight against malaria. This generation has the power to end this preventable disease. Thus, we believe that using our platforms to shine a light on this disease will indeed make a difference.
Our commitment is enforced by the desire to drive purpose that leads to social changes in our society. It is simply not enough to talk about the scourge of malaria without empowering the next generation to hold leaders accountable to end a preventable and treatable disease that currently kills a child every two minutes.
Through our network championing and pioneering powerful and engaging edutainment content across channel platforms for children and youth from MTV, MTV Base and Nickelodeon, we have the power to reach thousands of youth across the continent. By using integration of youth culture, art, trending music and youthful storytelling, we believe that we can play an important role that achieves meaningful impact in malaria-affected communities. Using a new universal language called the ‘Muundo’, the world is drawing the line against malaria. Featuring the voice of Nigerian superstar Yemi Alade, this fresh new animation explores the story behind the ‘Muundo’ and how we can all play a part in beating this preventable, treatable yet destructive disease. This animation will be shared on the VNCA youth platforms.
It’s part of our commitment to our audiences to play our part in reminding the world that we must do more to protect everyone at risk of malaria. We must protect the progress we’ve made against this disease to ensure no one is left behind. Through innovation, investment, determination and commitment, we can reach zero malaria.
Since the turn of the century, over 20 countries have achieved malaria elimination, showing us that it is indeed possible to end malaria. Now more than ever, countries are achieving and approaching elimination, with the World Health Organization set to announce a new cohort of countries with the potential to achieve zero indigenous cases of malaria by the year 2025.
Some of our African nations can form part of that list if we protect and accelerate gains against malaria. Ending endemic diseases like malaria is the pathway to beating pandemics like COVID-19. Thus, we need to continue to invest in ending malaria, which reduces the burden on health systems and increases capacity to prevent, detect and respond to other unknown pandemics.
Remember: Today’s youth are the generation that will end malaria. Let’s all get involved and be the change we want to see.
… Twala is ViacomCBS Networks Africa Senior Vice President Editorial and General Manager.
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Official ViacomCBS Networks Africa press release:
ViacomCBS Networks Africa partners with zero Malaria
ViacomCBS Networks Africa partners with zero Malaria, starts with me movement ahead of this year’s Africa Day and Youth Month
JOHANNESBURG, 24th May 2021: As an envoy for a reimagined Africa through content that is relevant and resonates with young audiences, ViacomCBS Networks Africa (VCNA) understands and recognises the importance of creating an environment that supports the potential of the youth on the continent. It is with this in mind that VCNA continuously aims to collaborate with partner organisations to bring education and awareness to imminent social issues like the ongoing fight against malaria in the African continent.
To help in continuing the fight against malaria, VCNA through its brand channels has partnered with the Zero Malaria Starts With Me movement in support of the Draw The Line Against Malaria campaign. This partnership aims to raise awareness of the disease, drive education, and engage youth discussion about malaria throughout Africa Day in May and Youth month in June.
VCNA youth entertainment channels will amplify and curate educational and call to action messages and content to drive mobilisation in support of eradicating malaria in Africa. As a media partner for the global Draw The Line Against Malaria campaign, VCNA has committed to providing a voice through its platforms to the campaign, which is aimed at the youth on the continent.
The network as media partner has stated that this is the generation to end malaria and, by collectively fighting the deadly disease, the collaboration will assist in creating a world that is safer for everyone. As such, the partnership campaign will be extended across the consumer brands, youth, and children’s channels, and social platforms throughout June, which is observed as Youth Month in South Africa.
Monde Twala, Senior Vice President and General Manager at ViacomCBS Networks Africa, has expressed VCNA’s reinforcement and the need for African collaborations: “As VCNA we are inspired to continue to drive initiatives through powerful partnerships that are committed to realise a reimagined Africa which showcases the continent’s talent and drives a strong message of hope and change. The Zero Malaria Starts with Me movement embodies the vision to create an Africa where youth can realise their best potential. We look forward to amplifying positive social impact across our MTV Base, Nickelodeon and BET Africa platforms during Africa month in May and Youth Month in June.”
Following the recent joint launch of the Draw The Line Campaign with Malaria No More, MTV Base through a Memorandum of Understanding (MOU) with VCNA will drive awareness and education on how best to reduce malaria incidences across all its platforms.
Lilies Njanga, Africa Director at Malaria No More UK said: “Young people are the future of the fight against malaria. They are the generation to eradicate this disease. We are delighted to partner with VCNA who represent the energy and voices of the next generation. Together we represent creative force as we draw the line against malaria, and we invite young people to join us.”
Dr Abdourahmane Diallo, CEO of RBM Partnership to End Malaria said: “Together, we can end malaria, and today’s youth can be the generation that rids the world of this ancient and deadly disease and achieve 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.”
MTV Base, the youth and music channel of VCNA, will host the Africa Day virtual Concert across VCNAs’ proprietor channels BET Africa, MTV and MTV Base. The performance line-up is expected to be an explosion of fresh talent with artists from across the globe.
Viewers from across the continent can tune into the Africa Day Concert 2021 experience this Africa Day, 25th of May, on MTV Base (DStv Channel 322) at 21:00CAT/20:00WAT. The show will also repeat on BET Africa (DStv Channel 130) on Wednesday 26 May at 12:00CAT/11:00WAT, and on MTV Africa (DStv 130) Thursday 26 May at 19:00CAT.
For more information visit MTV Base or visit BET Africa and follow the journey to the Africa Day virtual Concert on Twitter and Instagram @MTVBaseAfrica and @BET_Africa.
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Originally published: Friday, April 23, 2021.
Original source: The Drum; Additional source: Bizcommunity.
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