Eswatini End Malaria Fund
Client
End Malaria Fund / Triple C Advisory
Category
Campaign Design & Copywriting
Year
2021
Some projects arrive as a brief and become something more. The Eswatini End Malaria Fund campaign was the first time I led a creative strategy from the ground up, and it changed how I understood what design could do.
The brief was to build a global digital fundraising campaign around a $5.5 million gap standing between Eswatini and malaria elimination. The campaign tagline, The Zero Starts With Me, was already named. My role was to bring it to life visually and strategically, from campaign concept through to social media assets, copywriting, fact sheets, branded collaterals and a full digital communications system.
What made this different was the collaboration. Working directly with people on the ground in Eswatini shaped how I thought about the audience and the tone. This was not a campaign designed from a distance. The visual language had to carry urgency without exploitation, optimism without naivety. Getting that balance right required a level of strategic thinking I had not been asked for before. It was the beginning of realising that strategy was not separate from design. It was where the real work started.
