Johnny Fearless has scooped the advertising account for Malaria No More UK, the UK charity which is campaigning to end deaths from the disease by 2015.
The agency will create a single brand idea to support Malaria No More’s UK next major campaign from Spring 2013. Content will run in print and digital media, through experiential activity and there is potential for a TV campaign.
Johnny Fearless was handed the account after pitching against three undisclosed shops in a process handled by The AAR.
Neil Hughston, founding partner at the agency, says: “We were struck by the client’s commitment to using creativity in a truly fearless way, and to cut through the charity overload plaguing consumers. We will use our considerable insight and experience of the charity sector to create a high-impact message that raises awareness of this crucial issue among politicians and the public.”
Malaria No More UK is an innovative charity which launched in 2009. It saves lives through awareness and fundraising campaigns and by making strategic investments in Africa, where over 90% of all malaria deaths occur. Malaria is a preventable disease, yet it claims the life of a child every minute.
The high-profile creative campaign by Johnny Fearless aims to boost and sustain support from the British public at large and the Coalition Government, who have put the eradication of malaria at the top of their development agenda.
James Whiting, executive director of MNM UK, says: “The agency’s fearlessness rang true and coupled with their insight and passion made our decision pretty straightforward.”
Johnny Fearless was founded in February 2011 by Hughston, a former managing partner at Grey London, alongside Saatchi & Saatchi creative director Paul Domenet. The agency has created a series of outstanding ad campaigns for brands such as Diageo’s Jeremiah Weed Brew and Survivors UK, a charity that provides support from male victims of sexual abuse.