usaeuropeasia
Part of the Ridley Scott Creative Group

News

Juriaan Booij Directs David Beckham in AI Malaria No More Campaign

April 9, 2019

RSA Amsterdam partnered with leading non-profit organization Malaria No More, R/GA London, Dentsu Aegis Network, and London tech company Synthesia to launch the new global ‘Malaria Must Die, So Millions Can Live’ campaign.

Creatively conceived and led by R/GA London, the campaign featuring David Beckham, is centred around the power of a voice, harnessing the trend of voice technology, encouraging the viewer to participate in the world’s first voice petition to end malaria.

In the short film from RSA director Juriaan Booi, David appears to speak nine languages as he invites people to add their voices to help end one of the world’s oldest and deadliest diseases. Using AI video synthesis technology, we hear David speaking the voices of men and women from around the world, including malaria survivors and doctors fighting the disease.

Through David, we hear nine global languages spoken and the voices of eight others, including Dr Elvis Eze, Marie Murorunkwere, Hussein Omar, and Jean Bosco Niyonzima, who have survived malaria and are using their stories to help raise awareness about malaria’s devastating effects.

Each voice collected via the petition will contribute to a unique piece of audio art, which will then be delivered to world leaders ahead of critical funding decisions for the Global Fund to Fight AIDS, Tuberculosis, and Malaria in six months’ time.

David says: “I have been working with ‘Malaria No More UK for over 10 years and to be a part of this campaign and to help share some of the real stories behind malaria is really important to me. Dr Elvis Eze who was with us on set has suffered with malaria many times and as a doctor, he has seen how dangerous this disease can be. For me, it was so important to learn how he is using his experiences to raise awareness of malaria with young people in the UK and abroad. It’s unacceptable that malaria still kills a child every two minutes so please add your voice to the petition.”

Ross Plummer, Manager Director for Europe at RSA said: “This campaign will break new ground for the fight against the world’s oldest disease. The moment R/GA shared the concept we knew we wanted to be instrumental in the delivery once again. We’re delighted to continue our work with Malaria No More UK building on the impact from our partnership last year.”

Add your voice to the Voice Petition at www.malariamustdie.com

Head to Juriaan’s reel to see more of his work. And check out Baillie Walsh’s previous film for Malaria No More here.

You can view the ‘making of’ below…

We’ve noticed you are in the United States. If not, select your region by clicking a pin on the map.
Part of the Ridley Scott Creative Group