Step Up The Fight was the annual fundraising campaign for The Global Fund, calling on governments and donors worldwide to commit to the fight against HIV, TB and malaria.
The campaign needed to work as both a sustained year-long brand presence and a rallying point for the Sixth Replenishment Conference – the moment when pledges would be made. The brand and campaign delivered. Donors at the Conference pledged $14.02 billion, the largest amount ever raised for a multilateral health organization. The visual identity had to carry that weight: purposeful, urgent and built to translate across every platform and geography simultaneously.
Client: Weber Shandwick
