What is it?
Malaria No More UK has teamed up with the Cartoon Network to unveil four animations featuring Ziii, the malicious mosquito, to mark World Mosquito Day on 20 August. The campaign is designed to increase UK public awareness about the scale of malaria, its preventable nature and to inspire engagement and support for the charity.
What’s happening as part of the campaign?
Beat The Mozzy is made up of four 30-second animations featuring Ziii, who buzzes around on her quest to spread malaria. The films show her being foiled by mosquito nets and mosquito spray. Each animation carries a simple message on malaria, such as the fact that half of the world’s population is at risk from the disease, that malaria is preventable and treatable, and that mosquito nets save lives.
Where is the campaign being hosted?
Malaria No More UK’s Facebook page is the campaign hub exclusively hosting the full-length versions of the animations, which go live on 9, 11, 16 and 18 August.
A bespoke Facebook app has been created to encourage people to get involved. Users can opt to ‘like’ Malaria No More UK’s Facebook page and to share the campaign with other Facebook users. Those who use the app will be encouraged to take on special Mozzy Missions to earn points. They get points by sharing the campaign with friends on Facebook, by sharing the campaign on Twitter, by pledging to donate to the charity and by signing up to take part in a fundraising challenge. Fans will be offered a limited-edition t-shirt featuring Ziii when they sign up for all four missions and achieve the maximum number of points.
What are the aims of the campaign?
The viral campaign aims to make malaria an issue of interest to young people in the UK and inspire engagement in the charity’s mission to reach close to zero deaths from malaria by 2015.
The campaign also aims to build the charity’s supporter base, specifically fans on Facebook, which are currently 4,000, and followers on Twitter, currently 2,168.
How will the campaign be promoted?
The agency Grape Digital, which designed the app, will target bloggers, Twitter profiles and influencers, providing them with campaign information and content and asking them to promote Beat The Mozzy. The campaign will also be promoted on the charity’s Twitter and Facebook pages.
Third Sector verdict:
The animations get the charity's message out in a simple yet hard-hitting and effective way. They also help to explain how easy it is to engage with the charity and help those in need.The Facebook app is a great way of encouraging Facebook users to get involved, and the T-shirt provides an incentive to spread the campaign's message.