Today sees the launch of Music To Save Lives, our awareness campaign produced by leading entertainment network MTV UK & Ireland (MTV UK) in the run up to World Malaria Day on 25th April 2011.

The ad features festival frolics and some nets with a difference. It also equates the number of lives lost annually to malaria with number of people who attend the UK’s 12 largest festivals. This powerful creative reflects the magnitude of the problem of malaria and offers one of the solutions: mosquito nets. The ad has a backing soundtrack from band Golden Grrrls. It will run throughout the summer on multiple platforms including in promotional airtime across MTV UK.

MTV Host Alice Levine, is backing the campaign and says: “I love the concept of using music to save lives. It’s a powerful and personal way to get festival lovers on board with a hugely important cause”.

A number of the UK’s leading festivals have come on board to support the campaign and are offering free tickets for a special competition to help raise further awareness and generate funds to save lives. To enter the competition and to win tickets for The Big Chill 2011 (4th – 7th August | Herefordshire), Parklife Weekender (11th – 12th June | Manchester), Wychwood Festival (3rd – 5th June | Cheltenham Racecourse) or Sonisphere Festival (8th – 10th July | Knebworth) go to malarianomore.org.uk/festivals.

Arabella Gilchrist, Director of Communications at Malaria No More UK said: “Music and festivals provide an emotive, relevant way of catching people’s attention. I hope this campaign will encourage people to find out more about our historic opportunity to end deaths from malaria and get involved. Huge thanks to Promax UK, MTV UK and Vestergaard Frandsen for backing this campaign.”

Watch Music To Save Lives