The Times Group of India has partnered with Malaria No More, a non-profit organization whose mission to support India’s malaria elimination goal.
The partnership which will be fronted by Times Bridge, the global investments and partnerships arm of The Times Group, and aims to help Malaria No More build coalitions of influencers, strengthen policy advocacy, and produce and distribute regionally adapted, multi-media content to elevate the issue on the national agenda.
It will build on Malaria No More’s work with the central government and the government of Odisha, where it claims malaria cases declined by more than 80% in the last year. These efforts are critical steps toward achieving a Malaria Free India by 2030, a vision Indian Prime Minister Narendra Modi announced at the 2015 East Asia Summit in Malaysia.
Times Bridge will rally national and regional influencers from across many subsets of Indian culture to advance mass awareness, promote progress amongst government decision makers, and popularize actions and behaviors individuals must take to protect themselves, their families, and communities from malaria.
It will draw on the storytelling resources of The Times Group to lead the production and distribution of actionable, cross-platform media, including optimization for mobile and digital contexts. It hopes to inform and engage at-risk populations in key regions of the country regarding the disease, while also giving a wider swath of Indians an opportunity to act in support of the campaign.
“India is key to humanity’s ambition to eliminate the disease. It was true for smallpox and polio, and it will be true for malaria. But we can only accomplish this goal if we work hand-in-hand with India’s most entrepreneurial companies and inspire the public to take up this historic challenge,” said Martin Edlund, the chief executive of Malaria No More.
“Times Bridge has an unmatched record of bringing innovations to India and shaping consumer culture. We’re convinced they’ll be transformative in helping India to end mankind’s oldest, deadliest disease.”