Novartis has turned to Pinterest for a creative malaria awareness campaign that combines infographic 'trading cards' and 48 pinned images that can be viewed as a larger story.

Its Mosquito Gauntlet board on Pinterest has to be viewed in three columns on a desktop or laptop to work properly, but despite not being very mobile friendly it is a striking use of the site.

Novartis hopes to encourage Pinterest users to follow its lead on Mosquito Gauntlet and use its Mosquito Mayhem board create their own story on how to kill the insects.

Meanwhile, the company's M-Force Trading Cards board features “a futuristic task force of super heroes poised to fight malaria” - though whether the likes of Plasmorpheus, Agent Sparrow and Velocibot strike the right note remains to be seen.

Nevertheless, there is a serious message to the campaign, which ties-up with the Novartis-supported Malaria No More charity, which is working to make sure every family in Africa has timely access to the tools they need to prevent, diagnose and treat malaria.

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