Dentsu Aegis takes on malaria with M2030 initiative

You know how at this time of year you tend to see a lot of campaigns that take on social issues but don't seem to constitute much more than a moving case-study video and an eye-catching idea?

This is the opposite of that.

Upping the ante on a cause it has already been involved with for some time, Dentsu Aegis Network (DAN) Asia Pacific has launched 'M2030 – Defeating Malaria Together', in partnership with the Asia Pacific Leaders Malaria Alliance (APLMA).

Corporations that join the initiative get to use the M2030 trademark, and in exchange will run campaigns to raise awareness and funds, or contribute a portion of the profit from M2030-branded products and services to malaria programs.

All resources will be channelled to the Global Fund to Fight AIDS, Tuberculosis and Malaria, where they will be used to support malaria-fighting programmes in the countries where they are raised, according to DAN.

Vizeum is leading creative execution, strategy and brand development on a pro bono basis. Shopee, DT Families Foundation, Tahir Foundation and Yoma Strategic Holdings are aboard as partner companies.

“Through raising awareness and funding, we are no longer working on the premise of reducing the spread of malaria, but for it to be eliminated everywhere," said Kamil Gottwald, creative technology director of Vizeum APAC.