(Ecofin Agency) - Social media ads, originally designed for commercial purposes, can also play a role in fighting diseases like malaria. In India, a Facebook campaign showed how an effective digital strategy can influence behavior and lower the rate of infection.

A campaign in India shows how Facebook Ads can help in the fight against malaria and offers ideas for Africa, where the disease is most severe.

From 2020 to 2021, the campaign “Bite Ko Mat Lo Lite” (Don’t Take the Bite Lightly) was run by Malaria No More India, along with partners like The Times Group of India, Facebook, Star India, and Sony Pictures Networks India. With a budget of $202,000, it reached 150 million people in 22 states. The campaign taught people simple ways to prevent malaria, like using mosquito nets and seeing a doctor when they had a fever.

By the end of the campaign, mosquito net use in urban areas increased by 11%, and malaria cases in households with strong housing dropped by 44%. These results were confirmed by surveys, government data, and the World Bank in November 2024. However, the campaign’s impact in rural areas was more limited.

Africa, which suffers the most from malaria, could learn from India’s success. In 2022, the World Health Organization (WHO) reported that Africa accounted for 94% of all malaria cases (233 million) and 95% of deaths (580,000) worldwide. These numbers highlight the urgent need for new strategies.

To apply India’s approach in Africa, campaigns should be adapted to local cultures, use local languages, and include actions like distributing mosquito nets. Working with community leaders, using social media, and partnering with local organizations could make these efforts more effective.

India’s example shows that digital tools like Facebook Ads, combined with real-world actions, can make a big difference.