Multiple Oscar-winning film Slumdog Millionaire was the inspiration behind a campaign to raise awareness of neglected diseases afflicting the world's poor by the Institute for OneWorld Health.
OneWorld Health ran a full-page advertisement in the New York Times using the "It is written" line made popular by the movie to prompt donations to help treat the illnesses of the world's poorest communities.
The advertisement was part of a series of efforts to raise awareness about the tremendous need for life-saving medicines in developing countries.
"More than a billion people a year suffer from a neglected disease. Too frequently, it is children who live in rural areas, urban slums or in conflict zones who die from otherwise preventable and treatable diseases," said Richard Chin, chief executive of OneWorld Health.
"Films like Slumdog Millionaire are bringing new attention to the lives of the poorest among us and we hope this heightened awareness will move people to act on their behalf."
OneWorld Health will also unveil online advertising, social media initiatives and visibility activities in partnership with other global health organisations, and participate in a special forum on philanthropy and global health organised by the United Nations, Committee for Encouraging Corporate Philanthropy (CECP) and World Health Organization.
OneWorld Health is a San Francisco-based non-profit pharmaceutical company that develops drugs for people with neglected infectious diseases in the developing world.