On behalf of the UN, African Union, The Bill & Melinda Gates Foundation and many other core organisations and institutions at the forefront of the malaria fight, Malaria No More UK was tasked with orchestrating a new campaign for the global malaria community in partnership with one of the largest media communications agencies in the world, dentsu.
Together we developed a strategy that would galvanise youth in endemic countries, pressure leaders into taking action and provide a singular, powerful, global voice for the malaria fight. Overseeing content and digital strategy, I also produced large scale, multi-talent productions with dentsu, the Ridley Scott Creative Group and Nigerian artist Láolú Senbanjo, co-produced a campaign animation with Yemi Alade; had oversight of digital activations managed by the digital manager (website, AR filter and app development) and led on integrated communications collateral for the campaign covering merchandise, out-of-home, radio, broadcast, digital, events and community engagement, as well as managing relationships with major distribution outlets like Paramount and SuperSport (DSTV).
The campaign has received over 1 billion impressions worldwide, won over 20 awards, featured at global awards and events, and has been presented to leaders at the Kigali Summit on Malaria and Neglected Tropical Diseases alongside the Commonwealth Heads of Government Meeting in Rwanda in June 2022.
Role/ In-house creative, content, production, brand and creative agency lead
Collaborators/ Dentsu International, Meta, Ridley Scott Creative Group (Black Dog films), David Beckham (DB Ventures Ltd / Authentic Group), Paramount, Wave Studios, Powster
Stakeholders/ United Nations (malaria secretariat RBM Partnership to End Malaria)
Phase 1/ Campaign launch In-house creative lead, script-editor and producer alongside Ridley Scott Films, director Meji Alabi and dentsu Creative. Producer and director of behind-the-scenes films and radio ad.
Phase 2/ Turn up the Pressure Creative director, script-writer and producer of multi-talent film alongside: Ridley Scott Films, director Meji Alabi, Authentic Group and dentsu International. Producer and director of behind-the-scenes films and radio ad.
Creative partnerships/ Secured creative partnerships for the campaign with: Meta, Paramount Africa and Africa Day concert LáolúNYC (artist), IN Official (Nigerian fashion label), Global Citizen and initiated new creative relationships with over 50 creative agencies worldwide including The Mill (Technicolor), Epic Games, Weta (Unity), ILM, Framestore, SomeSuch, Pretty Bird, AMD, to name a few.
Multi-talent film in collaboration with Ridley Scott Films
AR filter in collaboration with dentsu
Zero Collection fashion line in collaboration with IN Initial
