Global Fund Launches First Media Campaign To Raise Awareness, Garner Resources

The Global Fund to Fight AIDS, Tuberculosis and Malaria announced on Thursday that it has launched its first media campaign to raise public awareness about the organization and garner resources for worldwide treatment and prevention programs, according to a Global Fund release. The campaign -- designed by the Paris-based communications firm Publicis Groupe -- was launched in Paris and is based on the idea that "big problems require big solutions," according to the release. "The Global Fund exists through both public and private funds," Richard Feachem, executive director of the Global Fund, said, adding, "We have an obligation to make ourselves known, both what we do and what our goals are. This media campaign is a first step in raising our profile and gaining support for our global program." More than 40 magazines and newspapers have agreed to take part in the print campaign. The film campaign, which is expected to begin later this month, features a 30-second advertisement for television and a 50-second advertisement for use in movie theaters. The media campaign is expected to be launched in the United Kingdom, Germany, Italy and Japan in November (Global Fund release, 9/2).