Innovative communications platform is honored for success harnessing the popularity of soccer to reach millions in Africa with Malaria messages
Boutique agency KYNE and the Roll Back Malaria Partnership (RBM) announced that United Against Malaria (UAM) was named Global Campaign of the Year at the 2014 PRWeek Awards ceremony held in New York City on March 20th, the premier accolades of the communications industry. The designation honors UAM’s seamless integration into the 2013 Orange™ Africa Cup of Nations (AFCON) soccer tournament, reaching an estimated 1 billion people with life-saving messages about prevention and treatment of malaria.
United Against Malaria is an alliance of football (soccer) teams, celebrities, health and advocacy organizations, governments and corporations who have united together against malaria. As part of the Roll Back Malaria (RBM) Partnership, UAM is made up of over 200 partners from diverse sectors and continents who invest their experience, time, funds, skills and enthusiasm because they share a common goal: to end malaria deaths by 2015. All donations to UAM go to the United Nations Foundation’s fund for AIDS, TB, and Malaria to support malaria prevention projects in Africa through the Global Fund. This includes providing invaluable tools to prevent infection, access to medications, and supporting further research on vaccines.
“As a group of partners committed to the fight against malaria, we are grateful and honored by this recognition,” said David Kyne, chief executive officer of KYNE and campaign manager for United Against Malaria. “This award is testament to the work and commitment of RBM partners Johns Hopkins University Center for Communication Programs, Malaria No More and Speak Up Africa, as well as African corporate partners such as Nando’s and Standard Bank, who worked together under the UAM banner to drive progress against malaria, a preventable and treatable disease that still kills a child in Africa every 60 seconds.”
As an official social cause of AFCON, Africa’s most popular athletic competition, the UAM campaign partners worked with the Confederation of African Football (CAF) and influential media companies, including SuperSport and Africa24, to leverage television, radio and print channels to reach people living in endemic countries with educational messages. The communications featured African celebrity soccer players, such as Didier Drogba and Samuel Eto’o, as well as heads of state. More important than reach, studies show that after seeing a UAM spot, fans took action to protect themselves and their families.
“UAM is a true example of the power of public-private partnerships to create social change and lasting impact,” said Hervé Verhoosel, head of external relations for the Roll Back Malaria Partnership. “We are so proud of our UAM partners including non-profits, the private sector, government leaders, CAF, soccer federations and players, and the United Nations system. Each played a critical role in leveraging AFCON to help end malaria and leave a lasting legacy.”
About United Against Malaria
United Against Malaria (UAM), a campaign of RBM and managed globally by KYNE, is a partnership of soccer teams and heroes, celebrities, health and advocacy organizations, governments, corporations, and individuals who have united to win the fight against malaria. Our goal is to galvanize partners throughout the world to reach the international target of reducing deaths worldwide. To learn more please visit www.UnitedAgainstMalaria.org.
About Roll Back Malaria Partnership
The Roll Back Malaria Partnership (RBM) was founded by UNICEF, WHO, UNDP and the World Bank in 1998 as a global framework to coordinate global action against malaria. Today, RBM is a global public-private partnership made up of more than 500 organizations across sectors that provides a neutral platform for consensus-building, developing solutions to challenges in the implementation of malaria control interventions and strategies, promotes high-level political commitment to keep malaria at the top of the global agenda, and monitors progress towards universal goals. For more information, visit www.rollbackmalaria.org.
Founded in 2009, KYNE is a privately held strategic communications agency with headquarters in New York City. KYNE’s mission is to drive progress against unmet health needs by connecting public and private organizations in strategic partnerships and related communications programming. From identifying and engaging the right influencers, to developing robust multi-stakeholder campaigns, to providing ongoing media relations support, KYNE has deep experience in moving health issues forward and driving towards meaningful outcomes. To learn more, please visit KYNE.COM.