In 2025 we ran a dynamic UK-based youth mobilisation campaign with the aim of securing an ambitious replenishment from the UK government to the Global Fund.
The campaign is built on three strategic pillars:
1. The Evidence: Nationwide Youth Polling
To counter the narrative that young people are disengaged from global issues, the campaign commissioned a nationwide poll of 16–25-year-olds. Key findings:
- 80% of 16-24 year olds believe the UK must invest in global health, even with domestic challenges.
- 7 in 10 see this investment as part of the UK’s global responsibility.
- The preferred approach: Young people want the UK to invest in existing global organisations, not start new domestic programmes.
2. The Story: “Fund the Fund!” Digital Movement
We commissioned and supported 5 young creatives to translate complex global health financing into urgent, shareable content.
3. The Moment: Westminster “Day of Action” Stunt
The campaign culminated in a high-impact visual stunt outside the Palace of Westminster. As part of this, we installed a vending machine outside UK Parliament, but this was no ordinary vending machine. But instead of snacks, this vending machine appears to “dispense” HIV medication, TB tests, mosquito nets, etc. But all the items are “OUT OF ORDER”. It’s a metaphor for what happens when funding gaps mean treatment runs out. Each item links to real stats and stories.
