Fight For What Counts

Daniel J Edelman

Client: The Global Fund

The Global Fund was set up in 2002 with the sole aim to eradicate HIV, TB and Malaria by 2030 - fighting healthcare inequities which have been ingrained in society, determining who lives and who dies.

Brief: Head up Global Fund's 7th Replenishment cycle for funds. Specifically: • Create a campaign concept that cut through • Generate assets that could be amplified by partners and at events, including the Pledge Conference investment moment • Build belief and interest in the opportunity to save and improve the lives and health of millions • Highlight the impact of the Global Fund in our storytelling The Global Fund gave us its most ambitious target yet. It asked us to raise over $15 Billion - that's over $2 Billion more than had ever been raised before. (Previous cycles raised: $12.9 Billion in 2016, $11.9 Billion in 2013)