Problem:

After completing a quick informal survey, I have discovered that the Global Fund (GF) is relatively unknown. Most people are unaware of the significant work the fund is doing around the globe.  The lack of events hosted directly by GF, as indicated on the current events calendar on your website, suggests that there is room for your organization to publicize itself more actively amongst the general public.

It's time to turn up the marketing heat and tell the world about who you are and why you exist.

Overview:

A fun, engaging and strategic global marketing campaign would be initiated to increase public awareness and advocate on behalf of the GF. Its primary purpose will be to raise awareness and funds, and generally advocate on behalf of the developing world.  

The Idea:

A 2 hour entertainment packed evening – an engaging show telling stories about the GF, its goals, challenges and successes since it was established.

Specifically, a multi-city comedy/music tour called Globalize would perform in cities around the globe, including LA, Toronto, New York, London, Bangkok, Rio de Janeiro, Johannesburg and Tokyo. These cities contain a rich demographic of individuals, schools and corporations that could be engaged on various levels. The tour would conclude in Toronto, Ontario, Canada in conjunction with the G8 meeting in 2010.

Impact:

Within 5-10 years the GF will be more readily recognized by logo, mandate and long term development impact. Globalize will provide a practical and comprehensive reach into the worldwide public and private spheres, and provide participants with a better understanding of the issues and challenges the GF faces.  This would eventually lead to increased financial contributions from non-governmental donors.

Details:

       Each show would feature a high profile comic, a popular band and an exciting and engaging host.

       The events would be straightforward from a production perspective and tickets would sell based on the reputation of the line up.

       Corporate sponsorship would be secured (Red, Virgin etc.), due to the cross marketing potential.

       Each evening would be an opportunity to raise funds through ticket price and product sales.

       Advocacy on behalf of the developing world and educating the participants/audience to the important work being done by the GF.

       In addition to corporate sponsors, the tour would also be highlighted and promoted through celebrity involvement, a hip, viral email campaign, and a funny, creative “YouTube” and “Facebook” marketing campaign.

       A strategic involvement of youth organizations (Taking IT Global etc) would create a ground swell of interest that would lend support and raise awareness to the campaign.

       By partnering with local educational institutions, volunteers would be engaged to market the event and provide on the ground event support.

       A documentary film crew would follow the tour, and subsequently release a film about the planning, challenges and impact of the campaign one year later.