The United Methodist Church (UMC) in Nashville, Tennessee  (USA) has launched an extensive campaign called “Imagine No Malaria.” The campaign leverages traditional advertising, as well as mobile phones and social networking. Using SMS text messaging, individuals can donate money, and UMC also encourages people to organize “house parties” to raise money for the cause. The organization’s goal is to raise $100 million to help eradicate malaria by 2015. To date, t $17.5 million has been raised, according to the New York Times.

via New York Times.