Luanda, ANGOLA (7th January 2010): The 19th FIFA World Cup in June-July 2010 will be unique; the first time that the world’s greatest sporting tournament will be staged in Africa. To mark this event, Sumitomo Chemical, manufacturer of Olyset Net (the WHO-recommended, long-lasting insecticidal mosquito net), has teamed up with Africa’s best known footballers to produce a series of Public Service Announcements (PSAs) highlighting the importance of using anti-malaria netting.
The “Palufoot” PSA campaign is being launched in Luanda, Angola – host country of the January 2010 Africa World Cup of Nations tournament – and features over 20 globally recognised football stars including Frederic Kanoute, Yaya Toure, and Kolo Toure. Twenty-three PSAs will be available for release during the campaign and are available in English, French, Portuguese, Swahili, Wolof and several local languages.
Sumitomo Chemical’s production of anti-malaria PSAs is linked to its involvement in ‘United Against Malaria’ (UAM – www.unitedagainstmalaria.org), which brings together Governments, NGOs, foundations and business. By leveraging football, the world’s most popular sport, UAM aims to raise global awareness and renew worldwide commitment to ending malaria, as well as increase the use of prevention tools and malaria treatment in Africa.
The Sumitomo Chemical “Palufoot” PSAs were conceived and directed by Mams Yaffa of Esprit d’Ebene, based in Paris , and will be broadcast in donor countries and throughout sub-Saharan Africa in collaboration with:
- The European Broadcasting Union (80 member News and Sports exchange)
- The Commonwealth Network
- The South African News and Sports Exchange; SABC and MNET
- The African Broadcasting Union (ABU)
The entire series will be made available again to all of the above for broadcast during the World Cup in June and July 2010.
The initial 10 spots to be released feature:
- Souleymane Diawara Olympique de Marseille/Sénégal
- Frédéric Kanouté FC Séville/Mali
- Denis Olliech Auxerre/ Kenya
- Joseph Yobbo Everton GB/ Nigeria
- Yaya Touré FC Barcelone/ Côte d’Ivoire
- Habib Kolo Touré Manchester City/ Cote d’Ivoire
- Boubacar Barry Copa Lokerene Belgique/ Cote d’Ivoire
- Marcel M’Bayo Kibemba Lokerene Belgique / Congo Kinshasa
- Bakary Koné Marseille / Cote d’Ivoire
- Stéphane M’ Bia Marseille / Cameroun
Tatsuo Mizuno, General Manager of Sumitomo Chemical’s Vector Control Division said: “Africa will be at the centre of world football in 2010: this is the perfect time to use football as a vehicle for promoting greater awareness of one of the key weapons in the war against malaria.
“Sumitomo Chemical is in the front line in this war. We are committed to supporting the United Nations’ ‘Millennium Development Goals’, which include the drive to ensure universal bed net coverage. But wider availability of nets needs to be underpinned by widely accessible education on malaria prevention. In 2010 Sumitomo is running a sub-Saharan ‘behaviour change’ communications programme; our football-based PSA campaign is just one element in this initiative. We’ve worked with African football stars in an earlier PSA-based malaria awareness campaign which had huge impact.”
“It was a privilege to work with so many of Africa’s greatest football stars in the creation of the Palufoot campaign,“ said Mams Yaffa, Director, Esprit d’Ebene. “I lost my sister to malaria, so the campaign is very personal for me. As I learned more, I realised the importance of the malaria problem in Africa. I wanted to do something to communicate far and wide about it.”
For further information, please contact:
Jackie Murphy / Adrian King at Flagship Consulting (00 44 207 886 8440)
Lisa Goldman: email@example.com
Katharina von Flotow / Von Flotow Productions (+41-79-706-8648)