Fight for what Counts

Global Fund

Health | Public Affairs | Social Impact & Sustainability

To Fight Aids, TB & Malaria, Global Fund needed to raise $18bn. Our campaign “Fight For What Counts” elevated and championed the people that fight the world’s deadliest diseases every day, making it personal and impossible for world leaders to say “no” to the Global Fund’s biggest replenishment ask in its history.

The Challenge

As the global pandemic ravages across donor countries, it added complexity to the healthcare landscape, causing decision-making on funding for people with resources and power to help to be more conflicted than ever.  Deadly, on-going yet treatable epidemics like HIV, TB & Malaria suddenly seemed “faraway” & slipped down the priority list.

For the 2023-2025 funding replenishment cycle, The Global Fund needed to raise an enormous amount of money to get their projects of building resilient, sustainable, pandemic-ready healthcare systems back on track.

The Global Fund needed:

  • A campaign concept that would cut through
  • Assets that could be amplified by partners and at events, including the Pledge Conference investment moment
  • To build belief and interest in the opportunity to save and improve the lives and health of millions
  • To highlight the impact of the Global Fund in our storytelling

The Global Fund gave us its most ambitious target yet as a funding goal: an eye-watering $18Billion.

The Strategy


Global world leaders and private donors with decision-making power around aid and charitable funding.


Harness the power of the amazing Global Fund network to trigger empathy and then action-based conversations around critical aid in cabinets and boardrooms worldwide. Humanise the numbers and statistics of the fight against Malaria, TB and Aids to drive proximity, connect deeper and inspire action. Ease decision-making for those involved in ongoing funding, by reminding world leaders that the Global Fund is the world’s proven system to fight diseases today and tomorrow.

Relevance to platform:

Our integrated campaign approach ensured that the essence of the campaign message came through in a clear, compelling, and consistent way across every touch point for world leaders and major private donors in the run-up to the replenishment cycle. Our message cascaded horizontally and vertically driven by the depth and strength of the worldwide Global Fund movement.

The Execution

The campaign kicked off with the Preparatory meeting.  Hosted by 5 African nations with 140+ heads of state, delivering the 104-page Investment Case. This content was used as the foundation and proof point of the campaign, accompanied by the investment case presentation held by Peter Sands, Exec Director of the Global Fund. Stories of impact underpinned all the creative & sharable assets.

An identity and inspiring communications brought the Global Fund’s mission and narrative to life. The identity encapsulated the Global Fund movement, with the people of the fight at the heart of all our storytelling, images and content.

500+ assets delivered, for events, online and social media, enabling them to bring the world and their network along on this journey.

For the Pledge Conference we orchestrated an immersive experience that featured multidirectional sound, projections & stage moments that put the people of the fight in the spotlight.  We also secured 360 minutes of pro-bono ad-space in Times Square.

Business Outcome

Funding for this cycle is still on-going but the campaign has already achieved the highest of financial donation amount ever raised by a public health campaign in history.

As of December 2022, the Global Fund has raised a record breaking $15.7B+

On the day of launch our hero film was retweeted by Bill Gates, who organically has a reach of 60M.

The follow up hero film which depicted the movement behind the Global Fund, developed for the second half of the campaign, generated 1.5M organic views within the first 24-hours.

The pro-bono OOH in Times Square, worth $250k garnered approx. 1.5M impressions over the period it was live.




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