The key M4M strategy is encouraging partnership building and collaborative work between all civil society actors - not only in their own countries but through North-South joint initiatives - in order to increase public and political awareness and support for response to malaria at global, national, and local levels. It fosters alliances of malaria advocates and activists and addresses the need for complementarity and magnifying effect of media coverage, policy debate, and non-governmental organisation (NGO) involvement. As of early 2008, 5 coalitions had been formed, 2 in Europe (Belgium, France, and the United Kingdom) and 3 in Africa (Cameroon, Ethiopia, and Mozambique). To read about the work of each of these coalitions (e.g., their coordination, networking, information-sharing, and advocacy activities), visit the Mobilising 4 Malaria (M4M) website.

Another strategy involves the provision of awards. Launched in May 2007, the Malaria Advocacy Innovation Grants aim to boost advocacy efforts to improve Africa-to-Africa accountability for response to malaria on the continent as well to inspire African civil society organisations and the media to take the lead in the fight against malaria in Francophone and Anglophone African countries. Particular attention is given to ideas and partnerships that aim to reach new audiences in creative ways and to tackle difficult issues such as equity, transparency, and accountability. These grants also aim to encourage the engagement of artists to amplify advocacy messages in African countries.

Information and communication technologies (ICTs) are also being used to engage broader audiences - i.e. the global public - directly as part of a virtual campaign. In advance of World Malaria Day (April 25) 2008, organisers created a World Malaria Day Facebook page and MySpace Profile. For World Malaria Day 2009, a World Malaria Day website has been created, powered by the malaria community. It is meant to act as a hub where you can share your World Malaria Day activities and read about others' activities - viewing the latest live coverage of the day.

Health, Malaria.

According to M4M, "World Malaria Day" was established and approved at the 60th World Health Assembly (WHA) in March 2007. It replaces "Africa Malaria Day", which has been commemorated every year since 2001 on April 25. It will be celebrated from now on this same day, in order to provide education and understanding of malaria as a global issue. On World Malaria Day 2009, the theme set by the Roll Back Malaria Partnership is "Counting Malaria Out". It is calling on the global community to work together to ensure that every man, woman, and child has access to essential malaria prevention and treatment services by 2010, in order to protect communities at risk and save lives.