‘Draw The Line’ Against Malaria campaign is supported by African changemakers in new animation

‘Draw The Line’ Against Malaria campaign is supported by African changemakers in new animation

Grammy Award-winning Nigerian Afropop singer, songwriter, actress and activist, Yemi Alade, joins African superstars supporting the Draw The Line Against Malaria campaign 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.

The campaign, first launched across Africa in February 2021, is a unifying global platform designed to capture youth, community and public imagination, rolled out globally on World Malaria Day.

The campaign aims to generate mass awareness and high visibility for the Zero Malaria Starts With Me movement across malaria-affected countries and beyond, and reflects the huge energy, talent, and cultural influence emanating from the African continent with references to art, fashion, music, sport, and entertainment.

As the voice of a new Draw The Line animation, Yemi Alade joins other African changemakers from across the continent lending their talents to fight the disease: Eliud Kipchoge, Olympic Gold-medallist and marathon world record-holder; 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 Yemi 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.

Nigerian Afropop singer, songwriter, actress and activist Yemi Alade says:“Living in Nigeria I have suffered from malaria many times in my life, and it’s devastating. It’s outrageous that this preventable and treatable disease is still stealing young futures and limiting life choices indiscriminately. But we can work together to find our voices, break down boundaries, and stop malaria in its tracks. I love to see people pushing themselves to find out what they are really capable of – getting up and fighting for what’s right is our collective superpower, and we can all change course of history together.”

The animation shows the different ways that malaria impacts young people, as well at the ways that it can be reduced and ultimately eliminated.

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 together 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 Yemi Alade's voice.

‘Draw The Line’ Against Malaria campaign is supported by African changemakers in new animation


Animation credits:
Voice Over: Yemi Alade
Agency: dentsuACHTUNG!
Creative Team: Daniel Sytsma, Kika Douglas, Sam Souen, Daniel Bunde
Agency Producer: Iris Starmans
Creative Director: Mateus de Paula Santos
Directors: Alton (Felipe Machado, Tiago Marcondes)
Executive Producer: Loic Dubois, Pedro Ramos
Concept Art: Renato Klieger, Rômulo de Oliveira, Vinicius Lousa
Art Director: Alton, Rômulo de Oliveira, Renato Klieger
Storyboard: Rômulo de Oliveira
Head of Production: Clara Morelli
Producer: Pablo Zurita
Post-Production Producer: Pablo Zurita
2D Animation: Nathalia Okimoto, Bruno Tedesco, Gian Burani
3D Coordinator: Gustavo Rangel
3D Animation: Gustavo Rangel
Modelling: Juliano Araújo
Rigging/Character Animation: Danilo Enoki, Helio Takahashi
Texture: Gustavo Rangel, Bruno Tedesco, Rômulo de Oliveira
Lighting & Render: Gustavo Rangel
R&D: Filipe Lopes
Composition: Supernova Duo, Nathalia Okimoto
After Effects: Supernova Duo
Soundtrack: Muanapoto, Performed by Tshegue
Written & composed by: Faty Sy Savanet and Nicolas Dacunha-Castelle2017 Dakou
Studios under exclusive license to EOS Records
Copyright EOS Publishing & Dakou Studios - 2017, Courtesy of Ekler'o'shock and Dakou Studios
Sound Design and Mix: AntFood

If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.

Published on: