MALARIA
ERADICATING THE
bite of Malaria
e
8 Novemby r
a
What do Kingsley
Holgate, hot
Malaria D
chicken, beer and
Captain Morgan
have in common? The answer is malaria, or rather the eradication of malaria
in Africa through
Goodbye Malaria.
G
oodbye Malaria is Nando's
director Sherwin Charles’
responsibility for Nando’s as
CEO of the company, Sonhos
Social Capital, set up to deliver
the campaign.
He told Danette Breitenbach more.
What is Goodbye Malaria?
“It is a campaign set up to benefit two
organisations that fight Malaria in Africa;
the Global Fund to Fight AIDS,
Tuberculosis and Malaria and the Roll
Back Malaria Partnership (RBM).”
How did it all start?
“Over the years Nando’s has worked with
Kingsley Holgate on the continent fighting
Malaria. Through Holgate we were able to
see and experience first-hand the plight
of communities from Malaria. So despite
the success of the bed net campaign with
him, we felt more needed to be done.
“In 2009 the Unite Against Malaria
campaign was launched. It used the
World Cup and footballers to deliver the
Malaria message and became the official
health campaign of the 2010 World Cup. It
was so successful that it also became the
official campaign of the Africa Cup of
Nations and is supported by Yvonne
Chaka Chaka and Mark Fish who
performed in the closing ceremony.”
How does it work?
“Out of the Unite Against Malaria
campaign we realised that we needed a
call to action so we created and launched
the Unite Against Malaria bracket. The
philosophy around it is simple: to help
communities considered unemployable
and raise funds for Malaria. The bracket
did both.
“Selling for US$3, one dollar goes to
the Global Fund, one dollar to the
community who made it and one dollar to
cover the cost and administration of the
bracket. Since inception the campaign has
contributed $650 000 to the Global Fund.
The same amount has gone to the
communities in Cape Town that make the
bracelet.
It’s an incredible story
but the question was
what next?
"The answer was a global campaign that
develops from the bracelet. This
campaign would also support African
entrepreneurs through the creation of an
Africa product that could be sold across
the world. The result was the Goodbye
Malaria pyjamas.
“Our idea is to celebrate World Malaria
Day by highlighting our successes and the
number of lives saved. We want to do this
through concerts held globally, where the
20 | NOVEMBER 2013 frontShop
concert goers wear their Goodbye Malaria
pyjamas.
“The first of such an event was held in
Durban recently when Goodbye Malaria
was launched in conjunction with the 6th
Multilateral Initiative on Malaria (MIM)
Pan-African Conference, that was held at
the Durban International Convention
Centre at the beginning of October.
Yvonne Chaka Chaka preformed at the
event and all the attendees wore their
pyjamas."
Challenges and
goals
“Right now our challenge is
distribution. We will not be
marketing directly to
consumers but would like
consumers to push the
product. We would like to
see businesses buy into
the campaign and
support it through
participating by
purchasing the pyjamas
for their staff and staff
wearing these to work on
World Malaria Day.
“The goal is for the
product to become the
equivalent of the Product
Red campaign, which was
started by Bono from U2 and
ONE/DATA’s Bobby Shriver
which raises funds
for the elimination of