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Diplo E-Participation Day, Social Media for Resource Mobilisation, Claudia Gonzales, Global Fund
1. A digital campaign for
resource mobilization
Claudia Gonzalez
Head of Marketing
The Global Fund to Fight AIDS, Tuberculosis and Malaria
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
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.
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
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
