Malaria control efforts are not new to South-East Asia or other regions of the world affected by malaria. But the Roll Back Malaria (RBM) initiative, a global partnership with a single strategy and explicit focus on equitable outcomes, as well as consistent technical support, strong advocacy, and working methods reflecting the reality of country-led partnerships, is a new concept that is taking shape in over twenty countries across the world. [To view this article, please download the PDF.]