Malaria is so common in Africa that most Africans don't consider it to be that big of a deal. You get malaria, go to the doctor and take some medication and then get better. Over time, your immune system will be more resistant to malaria so you don't get as sick.
Malaria is a serious disease for those who don't have access to medicine and is left untreated for a period of time. A new medication is not going to help much if people don't have access to it.