Ladbury PR has been briefed to raise awareness around the partnership through multimedia celebrity-led content, competitions and opinion pieces across entertainment media.
News of the appointment comes shortly after controversy around Conservative MP and I’m a Celebrity contestant Nadine Dorries, who was suspended by her party after not telling them she would be appearing on the show.
Malaria No More UK’s director of comms Arabella Gilchrist said the focus would be on ‘amplifying our reach’.
She added that the agency was picked because it had impressed with its use of image and video content.
This is the fourth year that Malaria No More UK has picked Ladbury PR to promote work around the show, with the agency first first appointed in 2009 to help with the charity's UK launch.
Malaria No More UK will receive 15p from every phone vote during the show, with the money going towards fighting malaria in Africa.