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Ficticious airline created to launch malaria awareness campaign 1

IT | Kirsty Weakley | 20 Aug 2012

Malaria No More has launched a campaign featuring a fictional airline Mozzy Air in an interactive infographic (embedded below) which it hopes people will share on their blogs and via social media to raise awareness of malaria.

The start of the month-long campaign is timed to coincide with World Mosquito Day (today – 20 August). The infographic is a map showing places that Mozzy Air flies to and when users click on a destination a personal story from someone affected by the disease pops up along with other information about malaria in that country. Each story includes a link to the charity’s website for people to find out more.

Arabella Gilchrist, director of communications at Malaria No More UK explains: “We wanted to create a democratic and interactive awareness campaign to raise public understanding about the scale of malaria and to encourage British travellers to get protected before heading overseas. ‘Mozzy Air’ is an innovative month-long campaign based on the concept of a fictitious airline that flies to over 100 countries which are still affected by malaria.”

She added: “We hope that people will be inspired by these very personal stories and will share their own so that they can be a part of helping make malaria no more.”

The campaign has gained corporate support from a number of sources. Fashion brand Jack Wills has provided four £50 vouchers for a prize draw from everyone who submits their story of malaria, using the online form. The four winners will also receive a well as a Malaria No More bracelet, designed by Jack Wills and made in Africa, which are on sale for £5 in the UK to raise money for the charity.

Social marketing agency Visual Voice has provided pro bono support by developing a plane check-in application using Twitter. By using the hashtag #mozzyair to find the link on Twitter or going directly to the website people can check in to a virtual plane where the destination is a malaria-affected country.  It is also possible to view the other Twitter users who have checked in. Click here to see an image.

The infographic (below) was created by digital agency Kindred with Red Balloon Creative. 

Celebrities supporting the campaign include actor David Arquette and singer-songwriter Aloe Blacc, who have both visited Africa to see the work being done by the charity.

In December 2011 the charity launched a Nowhere to Hide campaign featuring disguised mosquitoes to raise awareness of malaria. A Facebook post by David Beckham attracted 1,700 likes and the charity secured more than 40 pro-bono adverts in national newspapers including the Sun and the Independent. 

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