We’re used to pharma companies being on the airwaves, hitting us with happy-looking people—or animated characters— overcoming a health issue with the help of Brand X.
But the Merck Foundation, the philanthropic arm of Merck KGaA, doesn’t think a 30-second TV spot can cut it when comes to the problems it wants to tackle. Instead, it's launching a new TV program that’s more than 30 minutes long.
This TV show “Our Africa by Merck Foundation” is a first for the group. Featuring public figures in African fashion, art and more, the program aims to “be the voice of the voiceless and break the silence about many critical and sensitive social and health issues in Africa.”
The awareness campaign uses a presenter-guests set-up, and it's specifically designed to open up the conversation about the range of social and health problems African communities face, such as preventing and treating diabetes, ending child marriage, supporting education for girls, and breaking the stigma about infertility, among others.
This pan-African show was conceived, produced and directed by Senator Rasha Kelej, M.D., CEO of Merck Foundation, who will co-host with Brian Mulondo from Uganda. It will feature fashion designers, singers, and “prominent guests from various domains.”
The hope is that art and entertainment can help break through some of the biggest health issues across the continent.
A new promo for Our Africa by Merck Foundation shows Kelej talking with another presenter, saying this show is “for all of Africa.” In the promo, Kelej herself does some dancing and poses with guests. Some of the highlights have a sort of TikTok feel to them. Kelej also talks boldly about “ending violence against women, full stop.”
Kelej said in a statement that Our Africa will also “be a first-of-its-kind interactive show, which will feature talented fashion designers and singers who sensitize communities through those creative work across Africa.”
The first episode focuses on diabetes, but it does not, of course, plug any products from Merck KGaA itself. The company does sell drugs to treat some of the problems the program will target, including Glucophage for diabetes and certain fertility treatments.
As of this month, the TV program is broadcast in Kenya, Uganda and Ghana.
The Merck Foundation was set up in 2017 with the aim of helping boost health equity and access in poorer countries. It's also focused on bringing women and girls into STEM.