The Global Fund
Fight for What Counts
A campaign to champion the people who fight AIDS, TB and malaria and raise $18bn – The Global Fund’s biggest replenishment ask in history.
As the pandemic ravaged donor countries, funding for other health crises was being unprioritised.
The Global Fund is a partnership organisation that mobilises resources to fight AIDS, tuberculosis, and malaria worldwide, in the hope of helping end these epidemics.
The COVID-19 pandemic set back the Global Fund’s work, stalling funds and focus on its mission. For their seventh funding replenishment cycle, the Global Fund wanted to regain focus and raise a record-breaking amount of money to get back on track.
They needed a clear call to action, events, and multiple assets for use throughout the campaign, and to highlight the Global Fund’s impact through storytelling. The audience was global world leaders, charities and funding decision- & policymakers worldwide.
Our approach was to humanise the statistics and spotlight the lived experience of this fight, to emotionally connect audiences with a message that rang truer more at this time than ever: fight for what counts. We centred the affected people themselves in campaign films, papers, and events in over 500 assets to give the cause a relatable identity.
The final total was a record-breaking amount of US$15.7 billion.
