Art Director: Madison Grube
Copywriters: Matthew Ingardia, Michael Davis
Agency: FCB Health
Client: TB Alliance
Partner Pandemic Social Posts
Long before the outbreak of Covid-19, Tuberculosis (TB) was a leading cause of ill-health and mortality in many parts of the world. And it still is. For World Tuberculosis Day 2022, we created a series of social posts that remind the global community of the treatment disruption Covid-19 has caused and why TB demands our attention more than ever.
The TB alliance clients loved these social posts so much that they asked us to concept for a brand new campaign.
The New Campaign
Over the last 4 years, teams and countries have been fighting to qualify for the Women’s World Cup. In that time, tuberculosis has taken hundreds of thousands of lives in many of those same countries.
With international attention and nearly 1 billion expected viewers, this event provides an ideal opportunity to partner with TB Alliance to rally the global community against TB.
TB in the age of Covid
As TB rates soar around the world, women remain severely under-diagnosed for the virus compared to men, with a 12% increase in cases among women in the last several years.
Recent WWC viewership
The eyes of nearly 1 billion people will be on the 2023 Women’s World Cup, presenting a unique opportunity to spread awareness of this global crisis:
• 2019 Women’s World Cup saw a 106% viewership increase from 2015
• South America and Europe saw the highest percentage of fans at 44.8% and 38.5%, respectively
• Sub-Saharan Africa had the highest viewership rate in the world for this event
TB + the WWC
The social and political relevance of the issue is very prominent, with numerous qualifying countries having high rates of TB, including: China, Philippines, Nigeria, South Africa, Vietnam, Zambia, Brazil, Cameroon, Thailand, Papua New Guinea
Use WWC athletes to spread the word
Utilize the social media reach of the various soccer stars playing in the upcoming tournament such as Wang Shuang (China), Sarina Bolden (Philippines), and Janine Van Wyck (South Africa). These social media ambassadors will raise awareness of the growing TB crisis, and showcase the contents of the Starter Kit.
A World Cough-branded pack of collectibles made available through UNICEF and TB Alliance
Items in the pack will feature messaging about TB as a growing problem around the world
Pack includes:
Jersey featuring holes on the front chest to visualize TB-induced lung scarring
Soccer ball and trophy in which a pair of scarred lungs form a soccer ball
Social Media Ambassadors will showcase the contents of the Starter Kit on their social media channels
A livestream of the women’s World Cup broadcasted by TB Alliance and boosted by UNICEF (via Youtube/ Twitch)
The broadcast will contain educational elements that detail the problem of TB around the World. It will also feature a donation element that will raise money for TB-focused initiatives.
Simulate the danger of TB on the passion for the sport.
DLC for the FIFA videogame that will be a tournament called “The World Cough,” where players play as their team of choice, while the team is dealing with the symptoms of TB
The extreme level of difficulty of the tournament will demonstrate the potential impact of TB on soccer
This DLC will only exist during the World Cup season, while including, messaging that raises TB awareness throughout