How the Global Fund uses social media for resource mobilisation.

1. A digital campaign for
resource mobilization
Claudia Gonzalez
Head of Marketing
The Global Fund to Fight AIDS, Tuberculosis and Malaria
6/20/2013Geneva

2. Audience
6/20/2013Geneva
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
25-50
Champions
Internal

3. THE BIG PUSH
ENGAGING PARTNERS AND INFLUENCERS
6/20/2013Geneva

4. 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

5. Objectives
November 2012Geneva
Create a bubble FOR
influencers and decision
makers TO rally support
Platform FOR partners
TO amplify our message

6. Tools
6/20/2013Geneva
Offline
Events
(traditional)
media
Online
Portraits
Blogs
Videos
CHANNELS

7. 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.

8. Huffington Post
Opinion leaders reaching out to decision makers
6/20/2013Geneva

9. • Washington Post op-ed columnist re-
tweeting Executive Director’s blog
• One in five opinion leaders regularly
access the Huffington Post
6/20/2013Geneva
Huffington Post
Opinion leaders reaching out to decision makers
CHAIN OF INFLUENCE

10. 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

11. Twitter – September bubble
November 2012Geneva
Overall reach
through Twitter
of 2.4 million
people

12. Twitter – Davos bubble
6/20/2013Geneva
• #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

13. You Tube
November 2012Geneva
Kids protest with Shaquille
O'Neal and join The Big Push
Launch Date: 25/09/2012
150,000 Views

14. You Tube
November 2012Geneva
The Big Push for Global Health Ft. Arianna Huffington, Bono, Tony Blair & Bill Clinton
Launch Date: 24/09/2012
586,000 Views