In 2023 I led the creative development of a new global malaria campaign, Zero Malaria: Change The Story as well as the creative development and production of the associated hero films, key visuals and ad campaigns. The core objective of the campaign was to unlock billions of dollars of funding from governments and the private sector for malaria elimination programmes. Based on rigorous user research and theory of change development, the foundation of the campaign was built on the insight that protecting children's lives and futures was a key motivation for target audiences as well as enabling young people to be the drivers of their own futures and thus, Change The Story became the vehicle that amplified children's voices to inspire action and change at key global moments including COP28 in December 2023, the 38th AU Summit in January 2025 and the World Health Assembly in May 2025.
Role/ Creative Director, scriptwriter, producer
Collaborators/ JM Films, Blinkink, Ridley Scott Films
Stakeholders/ African Leaders Malaria Alliance, Speak Up Africa, Nando's Foundation (Goodbye Malaria), WHO
Deliverables/ Campaign and content strategy, creative development, production and scriptwriting of multi-language films for TV, digital, ads and events; photography direction; advertisement creative; creative partnerships.
Campaign key visual development
Concept development of our superhero girl
Developed the narrator and storytelling concept for ambassadors including Chimamanda Ngozi Adichie
Women & girls storyline cast in Côte d'Ivoire
Fostered a collaboration with Blinkink's Disney animator Ng'endo Makii
On set in Rwanda with director Paul Akinrinlola
On set in Mozambique
On set with the director and line producer
Campaign launch at the World Health Assembly
