Kindness: Charity, Philanthropy, & Social Responsibility – USATODAY.com

Take social media. Beginning with the Twitter Race to 1 million followers –which raised nearly 100,000 mosquito nets for Malaria No More–the malaria fight has consistently broken new ground in the use of social media. Only 28% of people in the US thought of malaria as a serious global health problem in 2006. Today, it’s more than 50%.

[Read USA TODAY’s coverage on the latest advance in malaria vaccine.]

The U.N. created a powerful group of social media advocates called the Social Media Envoys , each of whom take an action on Twitter each month.

And we’re seeing great promise using communications technologies in malaria endemic countries too.

Have you heard of the NightWatch campaign? It’s an amazing example of creative community outreach that Malaria No More partnered on with the Lalela Project: Using radio, television, and cellphones, the campaign sends a message every night at 9 p.m. reminding people to sleep under their mosquito nets, to prevent malaria. Piloted in Senegal last year, it recently expanded to Cameroon. In a partnership with Africa’s largest cellphone provider (MTN), the campaign reaches 4.6 million Cameroonians via SMS (text message), and Chad and Tanzania are getting on board as well.

As Malaria No More explains on their site:”Similar to the 1980s American public service announcement that asked parents: “It’s 10 p.m… do you know where your children are?” the NightWatch campaign asks families in Africa: “It’s 9 p.m… are you and your family safe under your mosquito nets tonight?”

via Kindness: Charity, Philanthropy, & Social Responsibility – USATODAY.com.

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