The Global Fund

We made a promise to fight

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The Step Up The Fight campaign required fresh, powerful, personal stories to shine a light on how the three diseases impact the lives of so many millions of people around the world and to put the heart into the campaign.



Description

The Step Up The Fight campaign required fresh, powerful, personal stories to shine a light on how the three diseases impact the lives of so many millions of people around the world and to put the heart into the campaign.

The individuals selected to be the ‘faces of the fight’ were carefully chosen based on the power of their personal testimonies and their strength of voice as an advocate.

The “faces” of the campaign were used to lead the public advocacy aspect of the campaign, and as such, their individual stories and profiles were used across a range of campaign communications assets, including still photography, short film, social media content.

The campaign heroes were profiled at key moments and event milestones and invited to tell their stories speak at the Replenishment Conference in Lyon in October 2019.

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