08 June 2005
Advertising campaign to show effectiveness of fight against disease as G8 nations prepare to step up action to help Africa
The Global Fund to Fight AIDS, Tuberculosis and Malaria, a financing institution conceived by G8 leaders four years ago, is launching an advertising campaign in a bid to grow grass roots support for its work to tackle AIDS, tuberculosis (TB) and malaria. The campaign comes as G8 members gather to discuss aid to the world’s poorest countries and aims to build trust and confidence that increased aid will be used well and can make a genuine difference in the fight against poverty.
‘The United Kingdom is leading a global effort to increase assistance to developing countries to enable them to solve urgent problems of disease and poverty – especially in Africa,’ says Richard Feachem, the Executive Director of the Global Fund to Fight AIDS, Tuberculosis and Malaria.
‘It is a crucial initiative and the lives and livelihood of millions of people depend on its success. If governments are to commit funds of this magnitude on behalf of their country they must have confidence that the money will be distributed wisely. We wanted to contribute to building that confidence by showing people that their country’s aid money saves lives and builds healthcare where it is needed most.’
The Global Fund was set up in 2002 through a unique collaboration between southern and northern governments, non-governmental organizations, the private sector and groups representing people living with the three diseases. It has rigorous application and monitoring processes which ensure that programmes supported bring about a tangible return investment. Funding of grants is for an initial two year period with future funding dependent on results achieved. The first 51 grants have now reached that two year point and performance is promising, with the grants having reached between 84% and 170% of their key services targets. Through Global Fund support, more than a million people have received live-saving treatments over the past eighteen months, including an estimated 200,000 people on AIDS treatment. Tens of millions have been reached with the information and tools necessary to protect themselves from infection.
‘At the Global Fund we recognise our responsibility to demonstrate results and effective use of money,’ Feachem says. ‘Through this campaign we can communicate to the British public that the Global Fund directs funds where they are needed most and begin to show how the work is making a significant difference. We hope we will show that aid invested now and managed by organisations like the Global Fund will save billions in future aid.’
The Global Fund is working with the “Make Poverty History” campaign to increase and improve global spending on development assistance.
The UK campaign will begin on 13 June with both print advertising and a television commercial, voiced over by Dr Who actor Christopher Eccleston. All elements of the campaign, which will also include PR activity, were developed through a pro bono agreement with the Publicis Groupe. The campaign will also appear in Italy and Germany. During the launch period, The Global Fund will hold a series of meetings with representatives from the governments of the G8 and private sector leaders to encourage them to play an active role in the fight against AIDS, TB and malaria.
Notes to Editor
About The Global Fund