The agency has been briefed to raise the profile of Mozzy Air, a campaign centred around a fictitious airline that flies to more than 100 destinations affected by malaria. Malaria No More UK’s mission is to put Mozzy Air out of business and cut its flight paths as countries become malaria free.

The campaign aims to drive UK public awareness about the scale of malaria, its preventable nature and to inspire engagement and support for the charity.

Specific objectives include raising awareness for UK travellers; building Malaria No More UK’s database of supporters and driving digital engagement with the campaign, including people uploading their own stories to the campaign hub, Malaria No More UK’s website.

Kindred is working alongside social media marketing agency Visual Voice, which has designed an online gallery where people tweeting in support of the campaign using #mozzyair will be checked in to one of more than 100 flights with the ultimate aim being to fill the planes to fight malaria.

Arabella Gilchrist, comms director at Malaria No More UK, said: "We are excited about the potential of Mozzy Air to engage and inspire people across the UK and beyond to get involved with our cause.

"We're grateful to everyone who has enabled us to create such a democratic and engaging campaign from all those who share their stories, to Kindred for their inspiring creative and Visual Voice for their pro-bono support to amplify the campaign through Twitter."

Kindred's creative director, Anton Ezer, said: "We're really pleased to be working with Malaria No More UK again. Mozzy Air is built upon what Kindred does best: developing a powerful, central creative idea, which allows the campaign to extend from digital to social media, and from traditional press through to face-to-face engagement.

"By working with the fantastic client team we're hoping to raise awareness of Malaria No More UK with a whole new audience and support the charity's work to end deaths from malaria."