The Music to Save Lives campaign will be aimed at music festival-goers in a bid to raise awareness of how many people die of malaria each year. A 45-second video has been created by MTV UK, which highlights the fact that the disease kills 781,000 people a year – the same number of people who attend the UK’s 12 largest festivals combined.
What else is happening?
People who view the video will be able to enter a competition to win tickets to a festival this year. The video will also be screened at festivals such as V-Festival, where those who watch it and donate money will have the chance of winning tickets to festivals next year.
How is the campaign being promoted?
The charity is promoting the video, which is available on its website and on YouTube, via its social networks, including Twitter and Facebook. The MTV host Alice Levine, the footballer David Beckham and the tennis player Andy Murray are also backing the campaign.
Malaria No More's decision to capitalise on the UK's festival scene is clever because of the popularity of the festivals. By comparing the number of people who die from the disease with those attending festivals, it has an effective strategy to help people understand the size of the problem. Because it starts before the festival season begins, the reach of the campaign will grow to hundreds of thousands of people from the intended demographic.