A digital campaign for resource mobilization

Claudia Gonzalez

Head of MarketingThe Global Fund to Fight AIDS, Tuberculosis and Malaria

04/18/2023Geneva

Audience

04/18/2023Geneva

Civil society (advocacy)

Partners & Friends

Implementers’ leaders

Influencers

Targeted media

Chattering classes

General public

TIER 2

500-1000

TIER 3

3000

Decision makers

TIER 1

25-50Champions

Internal

THE BIG PUSHENGAGING PARTNERS AND INFLUENCERS

04/18/2023Geneva

What is “The Big Push”?

November 2012Geneva

A DIGITAL CAMPAIGN:

• To rally support from decision makers.

• In Partnership with the Huffington Post and All Africa

- online media platforms• Becoming a platform for

Replenishment

Objectives

November 2012Geneva

Create a bubble FOR influencers and decision makers TO rally support

Platform FOR partners TO amplify our message

Tools

04/18/2023Geneva

Offline

Events

(traditional) media

Online

Portraits

Blogs

Videos

CHANNELS

Portraits

November 2012Geneva

Around 400 portraits (from 5,000-10,000 target audience)

Including: David Cameron, Ban Ki-Moon, Charlize Theron, Bono, Bill Gates, …

The portraits were placed in: the Huffington Post site, projections, promotional materials and digital platforms.

Huffington PostOpinion leaders reaching out to decision makers

04/18/2023Geneva

• Washington Post op-ed columnist re-tweeting Executive Director’s blog

• One in five opinion leaders regularly access the Huffington Post

04/18/2023Geneva

Huffington PostOpinion leaders reaching out to decision makers

CHAIN OF INFLUENCE

Facebook – September bubble

Over 800,000 people engaged with the Global Fund (Engagement includes any click, like, comment, or share)

November 2012Geneva

September 24 – September 30, 2012

Twitter – September bubble

November 2012Geneva

Overall reach through Twitter of 2.4 million people

Twitter – Davos bubble

04/18/2023Geneva

• #thebigpush was the

second most used hashtag after #WEF.

• The overall reach of the suggested tweets posted by the Global Fund 250

was 3.3 million

The Global Fund 250 app hosted on The Huffington Post during the World Economic Forum 2013 tracking twitter accounts of top influencers during the Annual Meeting

Coverage split by channel

You Tube

November 2012Geneva

Kids protest with Shaquille O'Neal and join The Big Push Launch Date: 25/09/2012150,000 Views

You Tube

November 2012Geneva

The Big Push for Global Health Ft. Arianna Huffington, Bono, Tony Blair & Bill Clinton Launch Date: 24/09/2012586,000 Views