If the planned AMD 2003 campaigns are to capture the attention of target groups, it is imperative that they are carried out in the most creative and efficient manner possible. It is also important that they are sustained throughout the year. One way to this is to use AMD 2003 as a launch of activities to be completed at various points in the year. These activities, scheduled along a time-line, could be used as milestones in the year-long AMD 2003 plan. Their results should be measurable so that it becomes possible to see whether or not progress in a particular area, for example, the distribution of nets to young children, is being made. Efforts should be made to ensure media coverage and the use of similar advocacy tools. National Malaria Control Programmes are thus strongly urged to come up with new statistics and other striking findings on the harm caused by malaria, in especially pregnant women and children. These can be compiled from a local clinics and/or rural health centres, or major city hospitals. National Malaria Control Programmes can then move on to show how relatively simple and inexpensive methods can greatly reduce morbidity and mortality from malaria in children, especially those under five, and morbidity in pregnant women. It must be emphasized that despite the enormous harm it continues to cause, malaria is preventable, and also curable, particularly through the key interventions, namely:

• ITN coverage for vulnerable groups, particularly pregnant women and children under five
• Prompt, effective and affordable treatment, within 24 hours of onset of symptoms
• Intermittent preventive treatment for the prevention of malaria in pregnancy
• Epidemic preparedness and response

Core Messages (targeted at specific groups) could include:

• Governments should re-dedicate themselves the commitments of the Heads of State at the Abuja Summit that between now and 2005:
  • at least 60 percent of children should have access to rapid, adequate and affordable treatment
  • at least 60 per cent of pregnant women and children under five, should benefit from the most appropriate combinations of personal and communal protection, including ITNs
  • at least 60 per cent of pregnant women at risk, especially those at first pregnancy, should have access to intermittent preventive treatment
• Malaria is a major development problem
• The burden of malaria is greatest in pregnant women and young children
• Malaria is a preventable and curable disease
• Government, NGOs and other partners can and should do more to create an environment to prevent and treat malaria, promptly, in pregnant women and children
• Government should do more to strengthen policies, health services and support for anti-malaria programmes
• ITNs are invaluable in the prevention of malaria for the entire family but more so for pregnant women and young children