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Building sustainable health systems

Brand & comms strategy · Advertising & creative · Social & influencer

The End-It-For-Good campaign - the largest sum the Global Fund has ever raised.

The Impact

The results.

$12.9bn

Raised, allocated over three years

8M

Lives saved over the following three years

Largest

Sum ever raised by The Global Fund

Enough to stop the reversal of progress against AIDS, TB and malaria

The story

How we did it

The challenge

An idea of Kofi Annan, The Global Fund fights AIDS, TB and malaria in developing countries. It has to explain a complex model and health arguments to non-expert audiences - donors, politicians and NGOs.

The strategy

We packaged the arguments into an integrated funding campaign, End-It-For-Good - simplifying the facts and emotionalising the impact, engaging influencers from Charlize Theron to Bono, and staging conferences where Justin Trudeau and Bill Gates endorsed the cause.

Three phone screens showing End It For Good campaign activity on Twitter, including a Global Fund post about footballer Samuel Eto'o retweeted by Justin Trudeau.The campaign lockup on black: AIDS in red, TB in blue and Malaria in yellow, above "End it. For good." in white.
A campaign execution headed "Empowering women to end it. For good.", over a portrait of a schoolgirl, noting that girls who complete secondary school have 30-60% lower HIV rates.A woman laughing as she lifts a small child onto her shoulder outside a health clinic, with other mothers and babies behind them.
Sir Elton John speaking to camera in a filmed message supporting the End It For Good campaign.Charlize Theron speaking to camera in a filmed message supporting the End It For Good campaign.

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