Our five year partnership with ITV around their flagship prime time show “I’m A Celebrity.... Get Me Out of Here!” started in November 2009 and ran until 2013.
It was the first time the programme had just supported one charity (rather than one per celebrity contestant) with 15p from every viewer vote being donated to Malaria No More UK.
Our relationship with ITV and access to the celebrity contestants who helped promote awareness of malaria allowed us to inspire and engage a mass British audience in the malaria fight. Our access to the contestants enabled us to brief them on the work of the charity, how their support would help save lives and to see if they had firsthand experience of malaria. Every year we discovered that at least 3 or 4 of the celebs did. They also recorded pieces to camera for us, were photographed in our t-shirts, gave us quotes, signed hats and meal tins to auction off and many of them supported us through their social media channels. With several of the celebs we built on-going relationships beyond the lifespan of the programme with Sam Fox encouraging Stuart Manning and Jimmy White to do a celebrity skydive to raise additional funds and awareness for malaria.
With the funds raised via viewers votes we were able to support a mass mosquito net distribution in Ghana’s 10 Regions that delivered and hung almost 12.5 million nets to help protect the population of 24 million people. We also supported a ground breaking treatment programme in Northern Nigeria providing Seasonal Malaria Chemoprevention (SMC) - new way of protecting children under five in areas where malaria transmission is high, but seasonal.
Peter Fincham, ITV Director of Television, Channels and Online said of the partnership: “I’m delighted that ITV and I’m A Celebrity… Get Me Out Of Here! were able to support Malaria No More UK in this way. The series had always raised money for good causes but never for a single charity and this was a unique collaboration.”