Malaria No More UK is looking to deliver its message during the United Nations General Assembly meeting in New York this week with “Malaria Must Die, So Millions Can Live,” a campaign that combines digital and out-of-home experiences.
The campaign actually kicked off in April with a short film featuring soccer superstar David Beckham appearing to speak in nine languages and encouraging viewers to record the message, “Malaria must die,” on a voice petition. The video was created using emerging artificial intelligence video synthesis technology.
Malaria No More UK is taking the next steps this week with its introduction of an augmented reality filter for Facebook and Instagram, which was developed pro bono by Facebook and interactive creative studio and production company Powster.
The filter adds a swarm of deadly mosquitoes around the head of the person using it, and those mosquitoes will only disappear after the words, “Malaria must die,” are...
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