Andy Murray fronts 'Be The Net' campaign for Malaria No More UK
Tennis star Andy Murray is the face of a new social networking campaign from Malaria No More UK, 'Be The Net'.
Members of the public are encouraged to add their own face to a virtual mosquito net via Twitter, Facebook or email and share the activity with friends, learn more about the challenges posed by Malaria or email their MP to pledge support for the UK's involvement in the battle against the disease.
Campaign: Andy Murray is fronting 'Be The Net'
Promotional activity includes Murray encouraging sign ups via a blog on the Huffington Post and providing Facebook updates and signed merchandise for a Twitter competition.
"Every minute a child dies unnecessarily from this disease, yet it is easy to prevent and costs less than a pack of tennis balls to treat," said Murray. "‘Be The Net’ is an easy way for us to come together and show our support for this winnable fight, something I am proud to support."
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The campaign was created by London agency Johnny Fearless, in partnership with Malaria No More UK's in-house team and Jozo Creative, and will be supported by pro bono banners running across CNN.com International for a month and broadsheets ads. An "exciting and surprising" second push for the campaign will take place in September.
The UK government has pledged to help cut malaria deaths by at least half the current rate in some of the worst affected countries by 2015.