What is it?
The malaria charity has created Mozzy Air, a fictitious airline that flies to more than 100 destinations affected by malaria. The campaign centres around an interactive infographic featuring a world map with flight paths to countries affected by the disease, hosted on the charity's website. A rollover above certain countries reveals local malaria facts, including positive progress in the fight against the disease and personal accounts from individuals linked to the destination.
The stories on the infographic will be refreshed halfway through the month-long campaign and feature experiences from a mix of people, including those working in the music and entertainment business. Their full stories, with video content are available on Malaria No More UK’s website and include:
- The actor David Arquette - who saw first-hand the impact of malaria when he spent time with a father in Senegal who lost his daughter to the disease.
- The soul singer and songwriter Aloe Blacc - who accompanied the charity to Ghana, where the entire population of 24 million is at risk. Blacc met a classroom full of children; every single one had been affected by the disease.
Members of the public are being encouraged to spread the word by embedding the infographic on social networking sites such as Facebook. They can also check themselves into a flight through Twitter, and can tweet about the campaign using the hashtag #MozzyAir.
Why is the charity doing it?
The campaign aims to raise mass public awareness about the impact and scale of malaria which today affects around half of the world’s population. It also encourages British travellers to get protected before heading overseas.
Arabella Gilchrist, communications director for Malaria No More UK, says: "Personal stories are an important and compelling way of illustrating the needless human suffering caused by malaria and inspiring people to join the fight against this preventable and treatable disease. We hope that a wide cross section of people both here in the UK and in Africa will share their stories and help us inspire people to help make malaria no more."
To help drive the campaign, the British fashion brand Jack Wills has provided an incentive: those who share their story are entered into a draw to win a £50 Jack Wills voucher and Malaria No More bracelet – a unisex bracelet currently sold by Jack Wills and handcrafted in Africa. Four of these prizes will be given away during the campaign.
Third Sector verdict:
The use of an infographic is an effective way of disseminating information online and is becoming more popular. The charity uses the idea well to spread awareness of its cause. The airline theme helps to illustrate the global scale of the problem, while the charity further disseminates its campaign message by using social media platforms to encourage people to get behind the campaign. The delivery of the campaign feels a little dry, but the charity has some good personal stories and got some impressive celebrities on board so it is bound to make an impact.