The Big Push

Outline of Communications for Replenishment – 2013

Strategy

• Tell the story – and use the news • Engage all partners – we can’t do it

alone• Repeat key messages – we can’t say

them often enough• Act on opportunity

The Story

• We now have the scientific and implementation know-how to defeat AIDS, TB and malaria.

• Completely controlling the three diseases will save and dramatically improve the lives of millions of people, their families, their communities and their countries.

• It will also save billions of dollars. Invest now or pay later.

• The Global Fund is a effective vehicle to bring partners together.

• We just need the funding. We need a Big Push. • Now is the time. We are at a critical moment.

Key Messages

• We can defeat AIDS, TB and malaria, by working with partners

• We need funding

• We are at a critical moment

1 - We can defeat AIDS, TB and malaria, by working with partners.

What seemed impossible ten years ago – reversing the trend on HIV infection, for instance – has been achieved by partners working together. Innovations in science and implementation now give us the tools to completely control AIDS, TB and malaria, and we have an effective model that works.

2 - We need funding

We need a Big Push. With funding, we can defeat these three diseases. The Global Fund offers tremendous value for money. We invest for impact, and we can stretch funding further by spurring domestic and private sector investment.

3 - We are at a critical moment

We have a historic opportunity to completely control these diseases. It is “invest now or pay later.” Our gains will be lost if we do not move forward to defeat these diseases. We can’t stop now. We need to seize the moment.

Tools

Social Media toolkits Blogs Portraits Infographics Videos Ads and banners

Key Events

• January – New Executive Director; announcement of German commitment

• February – Launch of the New Funding Model• March – World TB Day• April – First Replenishment Meeting, World

Malaria Day• May – African Union Summit• June – G-8 Summit

Link, Tweet and Re-tweet

• Social Media• Link with Here I Am Campaign• Huffington Post platform• Selected Stories

Act on opportunity

• ‘Martha and Mary’ – go Hollywood • ‘The Endgame’ – Concerts as a way

to engage youth