Encouraging world leaders to end it, for good.

The Global Fund works to combat the three worldwide epidemics of AIDS, TB and Malaria, and has saved more than 17 million lives. MAVERICK’s ‘End it for Good’ campaign ensures the organisation’s continued commitment to the fight.

Background

  • The Global Fund is the world’s largest financier of AIDS, TB and malaria prevention, treatment and care programmes
  • Since July 2018, the organisation has disbursed more than US$ 38 billion to support these programmes
  • The Global Fund is a financing mechanism rather than an implementation agency
  • Since its founding, it has saved 27 million lives worldwide
  • The Global Fund typically raises and utilises funds during three-year “replenishment” fund-raising periods
  • Donors pledged circa US$ 13 billion for the 2017-2019 period
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What We Did

  • Developed integrated multi-media strategy
  • Created campaign identity and messaging
  • Rolled-out campaign to target audiences: Governments, NGOs and high net-worth individuals
  • Filmed campaign launch story utilising locations in South Africa and Thailand
  • Produced series of youth documentaries in South Africa, Thailand and Ukraine
  • Created impact documentaries with AIDS survivors
  • Filmed awareness mini-docs with football hero Samuel Eto’o and actor Diane Kruger
  • Directed photoshoots with survivors in Africa
  • Managed worldwide social media campaign
  • Refreshed TGF corporate brochure
  • Developed marketing assets for events in Japan and Canada
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IMPACT.

  • Fund target of US$ 13 billion exceeded
  • Increased contributions: Canada (+20%), Japan (+46%), Italy (+30%), EU (+27%)
  • US President Barack Obama pledged an additional US$ 2 million
  • Advocates enlisted including: Charlize Theron, Diane Kruger, Julia Gillard, Monica Geingos, Justin Trudeau
  • 20 million social media impressions within weeks of campaign launch
  • 300 million new infections averted
  • Donations will save 8 million lives by 2019
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