Mary & Martha case study
Mary & Martha case study for MALARIA NO MORE UK by Arabella Gilchrist
Mary & Martha case study , MALARIA NO MORE UK, Arabella Gilchrist
portfolio_page-template-default,single,single-portfolio_page,postid-21713,stockholm-core-2.1.8,select-theme-ver-7.7,ajax_updown_fade,page_not_loaded,,qode_menu_,wpb-js-composer js-comp-ver-6.6.0,vc_responsive

Mary & Martha case study

Engaged and Influenced


Significant reach and public/influencer engagement of at least 34 million

  • The Chancellor and the Prime Minister

  • President Obama’s top advisors

  • Delegates and staff from the Global Fund

  • Political advisors


Work with Richard Curtis and his team to maximise the impact, reach and amplification of his feature length fictional film Mary and Martha (BBC/HBO co production) to shine the spotlight on the global malaria campaign and inspire public and political engagement and commitment.



Wrote creative strategy for the amplification plan in the UK.

Secure commitment from Richard that he would publically state that Brit Mum Jo Yirrell, who tragically lost her son to malaria, was part of the inspiration for the British mother in his film. Opening the door for us to use the theme of “bringing reality to the fiction” as a powerful communication message and in turn leverage Jo as a Malaria no more UK to speak on targeted high impact global events.

Identify and activate multiple platforms for amplification. (ITV, social and digital platforms, events: Brussels, Paris, Washington DC, London x 2.)


Significant reach and public/influencer engagement of at least 34 million.

Talent and influencer engagement and relationship building. (Jo Yirrell, HBO, BBC, ITV, Richard Curtis, political advisors, the Chancellor and the Prime Minister, President Obama’s top advisors, delegates and staff from the Global Fund.).

Story-telling and ability to bring the real to the fictional with tangible impact garnering effusive translation and engagement.

Secured key BBC Radio Four World at One 3 way interview with Jo Yirrell, Jeffrey Sachs and SOS Justine Greening.

Can trace a powerful line between this being Secretary of State Justine Greenings first public engagement with malaria, her subsequent repeated championing of the campaign and the generous UK Global Fund commitment of £1 billion in September of the same year.

The amplification plan for the UK was later used as the basis for a Comic Relief grant for nearly £1 million.

An on going conversation with Richard Curtis. Which most recently resulted in his commissioning of a 5. Minute malaria film, which is being used by MNM UK in multiple high profile events and platforms and will be shown as part of Red Nose Night 2015.

Mary & Martha Trailer


Martha1Hilary Swank stars as Mary and Brenda Blethyn stars as Martha, an American interior designer and British housewife who have little in common apart from the one thing they wish they didn’t. When malaria strikes, the lives of these very different women change forever. They forge a deep friendship and embark on an epic journey of self-discovery to Africa, dedicating themselves to the cause of malaria prevention. Beginning to rebuild their lives, they show how ordinary people can make a difference and inspire positive change in the process. Enlisting the help of Mary’s estranged father, a former politico, the two women beseech both the powers that be and ordinary people to get involved, realizing a shared responsibility to all the world’s children. Written by HBO






“Mary and Martha” Segment


Strategic and creative lead for MNM UK, Europe and US


campaign, Malaria No More