The United Against Malaria AFCON 2013 campaign transformed Africa’s premier football tournament into a star-studded platform for anti-malaria messaging.
The United Against Malaria (UAM) African Cup of Nations, in partnership with the Confederation of African Football (CAF), Roll Back Malaria, Johns Hopkins University, Malaria No More, the Gates Foundation, and Speak Up Africa, leveraged the immense popularity and broad media reach of the African Cup of Nations Tournament (AFCON) - with a combined estimated viewership of over 6 billion worldwide - to raise awareness and promote the fight against malaria.
PSA's featuring football superstars Didier Drogba, Stephen Pienaar and Samuel Eto'o Fils reached hundreds of millions of viewers via 34 Pan-African, national and local Radio and TV Outlets.
Five African Heads of State endorsed the campaign, wrote and appeared in TV and radio messaging, including: President Johnson of Liberia; President Kikwete of Tanzania, President Campaoré of Burkina Faso, President Ouattara of Côte d’Ivoire, and President Museveni of Uganda.
100 private sector companies, including Africa’s largest media providers, contributed their platforms and resources to ensure that when the eyes and ears were on the game, they were also fixed on malaria treatment and prevention messages.
Blanketed 16 countries with malaria prevention billboards featuring football stars and Heads of State.
UAM’s signature magazine GOAL! reached over 160,000 readers with tournament information, football statistics, and malaria prevention and treatment messages.