Fever-Tree joins the fight to end malaria
Fever-Tree is once again joining the global fight against malaria, with the return of its social media and digital campaign – ‘Raise Your Glass, Erase Malaria’.
With the origins of tonic water lying in the fight against malaria, Fever-Tree is calling on people across Australia and around the world to share a photo of their gin and tonic on social media. The company will donate £5, approximately $9 to charity Malaria No More for every glass raised on Instagram, Twitter and Facebook, tagging @FeverTreeMixers and #MalariaMustDie.
In a statement about the campaign, Fever-tree said: “In 2018, Fever-Tree put more resources into the fight against malaria than ever before. The company worked together with Malaria No More UK to help convene a Malaria Summit in London, where institutions came together to make financial, political and scientific commitments to kick-start progress against malaria, totalling over $4bn.
“Following the summit, 53 Commonwealth nations made a commitment to halve malaria in the Commonwealth over the next five years.
“Now is a critical time to strengthen the fight and drive forward this historic commitment. Between 2000 and 2015 great progress was made and thanks to a combination of powerful tools, increased investment and strengthened political commitment, there was a 60 per cent decline in deaths, saving seven million lives, mainly young children. However, there are worrying signs of a resurgence of the disease.
“In 2018, for the second year in a row, cases and deaths from malaria rose in the ten highest burden countries in Africa. History has proven that malaria will return with a vengeance if not sufficiently controlled. Global commitment and resources must be increased if we are going to be the generation that ends malaria for good.”
The history of the gin and tonic is heavily linked to the fight against malaria. Quinine, which comes from the cinchona tree, or ‘fever tree’ as it is colloquially known, is the primary ingredient in tonic water and has important anti-malarial qualities. Soldiers in the 1820s mixed quinine with sugar and water to counter its bitterness, creating the first Indian Tonic Water. The concoction was made even more palatable when the soldiers added their daily ration of gin into the mix – creating the gin and tonic.
Fever-Tree committed £1m over the next three years through a number of different initiatives aimed at raising awareness and support for Malaria No More, which includes the ‘Raise Your Glass, Erase Malaria’ campaign.