"It’s 10 P.M. – Do you know where your children are?" This PSA-style announcement originated in New York in the 1960s to reemphasize youth curfew and has since morphed into a recognizable refrain recorded by numerous celebs.

Fifty years later, a similar celeb-backed PSA is airing in Africa to remind people to sleep under mosquito nets to protect themselves from malaria. This NightWatch program is rolling out in Senegal today with the help of one of the most famous singers in the world Youssou Ndour, who will voice the message: "It’s 9 P.M. – Are you and your family safe under your mosquito nets tonight?"

Listen to Youssou Ndour’s announcement here

Started by MNM and the Lalela Project, the goal of the NightWatch program is to increase life-saving mosquito net usage, minimize the incidence of malaria and therefore bring down malaria deaths in Africa, where an African child dies of the disease every 45 seconds. NightWatch will provide a consistent reminder at 9 p.m. from Sunday through Friday. Additionally, a number of US singers have signed on to record the NightWatch message and increase awareness of the campaign in both America and Africa.