Using ‘Muundo,’ a new universal visual language created by artist Láolú Senbanjo, animation studio creates promotional spot with eye-catching lines, symbols, and patterns to inspire African youth to call on their leaders to end malaria within a generation.
African celebrities recently came together to support the “Draw the Line Against Malaria” campaign which launched this past February. The collaboration led up to last week’s World Malaria Day, which draws awareness and highlights the need for continued investment and sustained political commitment for malaria prevention and control. The PSA aims to inspire and empower young people from across the African continent, and the globe, to call on their leaders at zeromalaria.org and push for political action to end malaria within a generation.
As the voice of a new “Draw The Line” animation, Grammy Award-winning Nigerian Afropop singer, songwriter, actress, and activist Yemi Alade joined other African leaders from across the continent lending their talents to fight the disease, including Eliud Kipchoge, Olympic Gold-medalist; Siya Kolisi, captain of the Springboks; Dr. Omotola J Ekeinde, Nigerian actress and philanthropist; Sherrie Silver, award-winning Rwandan British choreographer; Osas Ighodaro, Nigerian American actress and producer; Saray Khumalo, South African explorer; and Láolú Senbanjo, global artist from Nigeria and art director for the campaign.
With narration from Alade and in partnership with dentsu International, the “Draw the Line” animation explores the story behind ‘Muundo’ – a fresh new universal visual language created by Láolú Senbanjo, made up of eye-catching lines, symbols, and patterns. The language is a visual representation of the actions that are needed to end malaria within a generation, from cutting-edge technology and innovations to increased investment and bold political actions.
My Name is Muundo:
The animation shows the different ways that malaria impacts young people, as well at the ways that it can be reduced and ultimately eliminated. As part of their partnership to support the campaign, ViacomCBS Networks Africa (VCNA) will broadcast the animation on Nickelodeon’s global platforms. It will also be shown on other regional television channels and digital networks.
To bring the animation to life, dentsu worked with award-winning animation studio LOBO. The team animated Láolú Sebanjo's patchworks and applied them as textures into 3D models. To blend multiple styles, the studio created a layer of upbeat animation with their talented team of 2D artists. In contrast to the fast-paced graphics, the camera moves with a slower rhythm, addressing the seriousness of the subject matter. The result is a fresh mix of different techniques and rhythms all packed by the beautiful energy of Alade's voice.
"We constantly seek out meaningful work that can have a positive impact on the world and we are thrilled to contribute, commented Alton/LOBO Design & Animation creative director Felipe Machado. “Everyone involved in the process was open to trying new things that it was easy for our animation team to bring forth fresh ideas and watch them grow into the final film. We couldn't be prouder of the end result.”
“The Draw the Line” campaign asks people everywhere to visit zeromalaria.org and add a personal line of Muundo art to a growing piece of crowdsourced artwork which represents a visual call to action to world leaders. The artwork will be shared with leaders at the Kigali Summit on Malaria and Neglected Tropical Diseases, being held on the eve of the Commonwealth Heads of Government Meeting (CHOGM) in Rwanda on June 24. The Summit is a milestone moment in the malaria fight and enabler of game changing political decisions including delivering the commitment to halve malaria across the Commonwealth by 2023.
dentsu International led the campaign's creative strategy, concept, and production. The media was developed by a coalition of agencies, including the African Leaders Malaria Alliance (ALMA), the African Union Commission, The Bill & Melinda Gates Foundation, Impact Santé Afrique, Malaria No More UK, RBM Partnership to End Malaria, and Speak Up Africa.
Source: dentsu International