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Brightlines translates ‘Malaria Must Die’ campaign video featuring David Beckham

By Julie Fry, 

Brightlines has translated a video for the Malaria Must Die campaign; featuring long-term malaria ambassador and world renowned footballer, David Beckham.  

The campaign aims to encourage world leaders to take action against the world’s deadliest disease in the run-up to the Global Fund conference to Fight AIDS, Tuberculosis and Malaria this October. Throughout the 55 second clip, a total of nine different languages are used to outline the devastating impact of malaria in a bid to raise awareness and motivate people to sign the petition to end malaria for good. By using multiple voices in various languages, the campaign illustrates the importance of people coming together as one to make a positive change.

To create the effect of David Beckham speaking in all nine languages, a new AI technology was used. Synthesia, an AI driven video production software, uses video footage of David to produce a 3D model which can then be reanimated to fit the altered script of the new language. You can watch the making of the footage on the Malaria Must Die youtube channel.

Brightlines were approached to translate and transcreate the content of the video into 13 different languages. Upon advising the campaigners on how best to portray their message in various languages, Brightlines then reviewed the video after editing to ensure that the use of language corresponded with the aim of the campaign.

Neil Gauld, Director at Brightlines, comments:

“We are delighted to be a part of such a profound and important campaign that addresses the significance of finding a cure for malaria. Our role in the project involved providing our translation and transcreation services to the various languages included throughout the video, making sure that each section preserved the message of the campaign. The languages included in the video are English, Spanish, Kinyarwanda, Arabic, French, Hindi, Mandarin, Kiswahili and Yoruba.”

“The video itself is very clear with its message, and we thoroughly enjoyed playing our part in that. We are extremely proud to have been involved in this campaign, and hope that our work will ensure more people take action to find a cure against this deadly disease.”

“We can see the AI technology provided by Synthesia being used more and more in the future instead of subtitles or normal voiceovers as it really connects with each viewer in their own language. E-learning and corporate videos would be great beneficiaries. We are offering this technology to our clients now, if you have a project that you think could benefit this system please let us know.”

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