Fever-Tree campaign aims to ‘erase malaria’By Owen Bellwood
Tonic water manufacturer Fever-Tree is hoping to accelerate the fight against malaria with a new social media campaign, called Raise Your Glass, Erase Malaria.
From 22 April to 31 May, Fever-Tree is calling on imbibers around the world to raise a glass to malaria’s demise and share an image of the moment on social media, tagging @FeverTreeMixers and #MalariaMustDie.
For every photo shared across Instagram, Twitter and Facebook, Fever-Tree will donate £5 (US$6) to UK charity Malaria No More.
The initiative is part of the global campaign Malaria Must Die, So Millions Can Live, which was developed by Malaria No More in the run up to World Malaria Day (25 April).
The social media campaign is the latest in Fever-Tree’s continued fight against malaria, which has so far seen the mixer manufacturer partner with Malaria No More to help convene a Malaria Summit in London. Following the summit, 53 Commonwealth nations made a commitment to halve malaria in the Commonwealth over the next five years.
Earlier this year, Fever-Tree committed to a £1 million (US$1.3m) partnership with Malaria No More, which will fund a number of initiatives aimed at raising awareness and support for the charity.