Today’s youth are the generation that will end malaria

● Throughout history, malaria has affected every country in the world. However, the highest prevalence of malaria cases and deaths is now occurring in Sub-Saharan Africa.

As we commemorate this year’s World Malaria Day, we’re asking for a collective effort around the world to #DrawTheLine Against Malaria and for this deadly disease to end within a generation.

This is a ground-breaking campaign featuring a coalition of African stars, artists and champions, designed to inspire and unite the African and global younger generation to push for action to end malaria in their lifetime.

Malaria is the oldest and deadliest disease on the continent and this can no longer be ignored. In fact, the World Health Organisation (WHO) has warned that despite 90% of life-saving malaria prevention campaigns being rolled out as planned in 2020, disruption to malaria diagnosis and treatment could pose a threat to thousands of lives across Africa, where 74% of the population is below the age of 35.

Therefore, we need to bolster efforts to inspire and galvanise young people across Africa and globally to fight malaria.

World Malaria Day is an important initiative that requires us to reflect on and recognise the global efforts that have saved more than 7-million lives since 2000. It is disheartening that, despite progress made since 2000, malaria continues to claim lives — and Covid-19 has exacerbated this disease.

As a leading entertainment powerhouse with platforms that reach vast African and global audiences, ViacomCBS Networks Africa (VCNA) has partnered with the Zero Malaria Starts With Me movement to engage and mobilise young people in the fight against malaria.

This generation has the power to end this preventable disease. We believe that using our platforms to shine a light on this disease will indeed make a difference.

Our commitment is enforced by the desire to drive the purpose that leads to social changes in our society.

It is simply not enough to talk about the scourge of malaria without empowering the next generation to hold leaders accountable to end a preventable and treatable disease that kills a child every two minutes.

Through our channel platforms for children and youth — from MTV to MTV Base and Nickelodeon — we have the power to reach thousands of young people across the continent. By using the integration of youth culture, art, trending music and youthful storytelling, we can achieve a meaningful impact in malaria-affected communities.

The campaign features a fresh new universal visual language made up of lines, symbols, and patterns, the “Muundo”. Featuring the voice of Nigerian superstar Yemi Alade, an animation explores the story behind the Muundo and how we can all play a part in beating this destructive disease. This animation will be shared on the VCNA youth platforms.

It’s part of our commitment to our audiences to play our part in reminding the world that we must do more to protect everyone at risk of malaria. We must protect the progress we’ve made against this disease to ensure no-one is left behind. Through innovation, investment, determination and commitment, we can reach zero malaria.

Since the turn of the century, more than 20 countries have achieved malaria elimination, showing us that it is indeed possible to end malaria. The WHO is set to announce a new cohort of countries with the potential to achieve zero indigenous cases of malaria by the year 2025. Some of our African nations can be on that list if we protect and accelerate gains against malaria.

Ending malaria will reduce the burden on health systems and increase our capacity to prevent, detect and respond to other pandemics. Ending endemic diseases like malaria is the pathway to beating pandemics like Covid-19.

Remember, today’s youth are the generation that will end malaria. Let’s all get involved and be the change we want to see.