Fight For What Counts

Agency: Daniel J Edelman
Client: The Global Fund

An emotive campaign to make people and problems that seem distant feel close and personal for the people that can help.

The Global Fund to Fight Aids, TB and malaria 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.