As the United Nations General Assembly meeting gets underway today in New York City, so too does a massive augmented reality campaign to end Malaria aimed at UNGA attendees and others.
“Malaria Must Die, So Millions Can live” launched with a digital and out of home activation spread throughout thousands of locations around the city encouraging people to join the first voice petition to end malaria.
AR powered billboards across New York City simulate swarms of deadly mosquitoes around the user’s head, which only dissipate when the user says “Malaria Must Die” reinforcing the message that malaria declines with increased action.
Earlier this year, malaria champion David Beckham launched the first voice petition to end malaria. In a short film, he appears to speak nine languages using emerging AI video synthesis technology. He encourages viewers to join the fight by visiting malariamustdie.com and recording the message “Malaria Must Die.”
The filter, developed pro-bono by Facebook and Powster, is also available on Facebook and Instagram. A life-size version of the filter is placed at key locations across New York City, including Hudson Yards and Westfield World Trade Center, using Quividi powered pro-bono out of home advertising display boards. Additionally, over 2,000 digital out of home billboards feature Beckham surrounded by thousands of mosquitoes.
The voices collected via the voice petition will be turned into a soundscape intended to grab the attention of leaders ahead of The Global Fund to Fight AIDS, Tuberculosis and Malaria replenishment meeting on Oct. 10 in Lyon, France.
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“It’s important to find new ways to amplify the voices of those affected by malaria and give everyone the opportunity to speak out and call for more action to end this preventable disease,” James Whiting, CEO of Malaria No More UK, said. “Malaria is the world’s oldest and deadliest disease and is still claiming the life of a child every two minutes.”
In November 2017, the WHO World Malaria Report revealed that for the first time in a decade cases and deaths were beginning to increase and progress fighting the disease was stalling. The global malaria community came together and launched the Malaria Must Die campaign, fronted by David Beckham, in February 2018.