The Global Fund’s 7th Replenishment Communications Campaign 2021 – 2022 172 views

TGF 7th Replenishment Communications Campaign 2021-2022 TGF-21-065

Opportunity Background


The Global Fund is seeking an innovative, thoughtful, and cutting-edge communications agency to build and execute a communications campaign that supports resource mobilization efforts towards the organization’s 7th Replenishment Conference in 2022. During the Conference, the organization receives voluntary funding from donor countries, the private sector, and private foundations in support of its mission to end AIDS, tuberculosis (TB) and malaria as epidemics – and to bolster health and community systems, and pandemic preparedness and response.

The 12-month pre-Replenishment period is a critical time in which to position the organization for success among key audiences globally in an increasingly competitive and crowded funding environment. By telling the Global Fund’s story and highlighting what makes it a vital investment, the goal of the Replenishment campaign is to drive global interest and support for the unique role the Global Fund plays in the fight against the world’s deadliest infectious diseases, boost resource mobilization efforts and cultivate valuable new partnerships to pave the way for a successful 7th Replenishment in 2022 – the goal of which is to raise the necessary funds to support the Global Fund’s mission to end the world’s three deadliest infectious diseases.

The organization receives voluntary funding in three-year cycles during Replenishment Conferences. Government contributions represent 93% of cumulative investment in the Global Fund, with the greatest contributors being the United States, France, United Kingdom, Germany, Japan and the European Commission – and the remaining 7% comes from the private sector, private foundations and innovative financing initiatives. To date, six Replenishment cycles have been completed.

In late 2019, the sixth Replenishment Conference was hosted by President Emmanuel Macron in Lyon, France. In an unprecedented show of global solidarity, donors pledged US$14.02 billion for the following three years – the largest amount ever raised for a multilateral health organization. This result was achieved in the context of broad financial constraints and limits on official development assistance.

The Global Fund’s 7th Replenishment Conference will take place in the second half of 2022. The Global Fund’s resource mobilization efforts will be amplified in the 12-month period leading up to this event through a targeted donor outreach strategy that will seek to both consolidate and extend its donor base and funding streams and make the strongest case for investment.

Donors are continually reconsidering the nature and scope of development aid and investments in health. Past performance is no guarantee, and in light of the current COVID-19 pandemic, the outlook for continued funding is uncertain. Developing a narrative that is heard and resonates with key audiences, is critical. The ever-changing nature of the global health landscape and government priorities adds extra layers of complexity. Compelling evidence of the impact of programs supported by the Global Fund will form the basis of the Global Fund’s Investment Case and forms the core pillar of the Global Fund’s brand.

The COVID-19 pandemic threatens to halt progress in the fight against HIV, TB and malaria and derail hard-won gains. There is an urgent need to protect progress made in the fight against AIDS, TB and malaria. The Global Fund has been supporting countries to fight COVID-19 and mitigate its impact on HIV, TB and Malaria programs since March 2020, having deployed more than $1.5billion so far. This response has been extended in 2021 and is likely to continue beyond. The Global Fund’s investment in health and community systems is playing a key role in the response, demonstrating the value of our investments in current and future pandemic prevention, preparedness and response.

Opportunity Structure


The appointed agency will help boost our Replenishment efforts by:

  • Creating and executing an inspiring, compelling campaign concept and narrative that cuts through a competitive landscape, resonates across multiple cultures and political contexts, and can be amplified by our vast network of partners to promote an environment conducive to government and private investment in the Global Fund.
  • Building a groundswell of support among partners, influencers, and the sensitized public around the inspiring opportunity to work together to dramatically save and improve the lives and health of millions of people.

Highlighting the incredible impact of the Global Fund, in line with the Investment Case narrative, to demonstrate the benefits of investing in global health, while at the same time highlighting the risk inaction and COVID-19 pose to progress in the fight against HIV, TB and malaria.


The campaign should appeal to an international audience and focus on shared values common to audiences in donor countries and countries where Global Fund grants are implemented.

Donor countries: United States, France, United Kingdom, Germany, Japan, European Commission, Canada, Italy, Nordic Countries, Netherlands, Spain, Australia, Switzerland, Ireland, Korea, and Middle East.

Implementing countries: Local programs funded by the Global Fund operate in over 100 countries, including Afghanistan, Haiti, Myanmar, Somalia, Ukraine, Democratic Republic of Congo, Ethiopia, Honduras, India, Kenya and Nigeria.

Government decision makers: G7/G20/AU leaders, senior government staff, including Ministers, legislators, senior civil servants in traditional donor countries and in low and middle-income countries that implement grants.

Top Tier opinion leaders: Influential champions and advocates whose opinions exert influence on decision makers, from business, academia, politics, media, the arts and other global health advocates.

Private sector and foundations: Corporations, foundations, charities, trusts, philanthropists, and high-net worth individuals.

Global Fund partners & Civil Society, which includes the United Nations, multilateral and regional organizations, the Global Fund Advocacy Network (GFAN), Non-Governmental Organizations, technical partners, implementing partners, Friends of the Global Fund organizations etc.

Digital influencers: who can quickly maximize exposure when they see something catchy and for a good cause.

Socially active public: politically influential, socially active and concerned individuals who are willing to join a cause and make a difference.

Competitive Scope


Specific deliverables will be further refined in partnership with the selected agency, but could include the following:

  • Account management and counsel.
  • Campaign planning and strategy, including core campaign messaging, narrative and

overarching tagline – and all external facing communication activations and tactics.

  • Campaign design & conceptualization including producing the campaign visual identity

and mini brand guidelines.

  • Campaign activation including content and asset production based on the agency’s

creative proposal (e.g. this could include data visualizations, films, photography, social

media activation/assets, campaign hero images or any other creative activations)

  • Event asset production such as rollup banners and other event design assets.
  • In person event support at Preparatory Meeting and 7th Replenishment Conference

(including support with speaker presentations, talking points, liaising with local events

agencies on production of event design assets etc.).

  • Additional event support for 2 – 3 high profile events in priority markets.
  • Celebrity, talent, and influencer activation.
  • A creative public facing social media activation to engage the social engaged public.
  • Language-specific asset production and content (at least 4 languages needed).
  • Campaign wrap-up and evaluation.


While the locations of the Preparatory and Replenishment meetings are to be confirmed, the campaign creative and content will run across multiple markets, therefore content and materials in additional languages will be required. The agency must demonstrate their sensitivity and ability and experience working in multiple languages, across multiple cultural contexts.

As part of the selection process, shortlisted agencies (please refer to Attachment B, Section A. Technical Evaluation Criteria) will be requested to present the high-level campaign concept in response to this brief either in person or virtually. Presentations will take place in August 2021.

Proposal submissions and all communication should be sent through the TGF Sourcing Application.

Bidders are required to submit their proposals in the following URL for Sourcing Application:

  • a) Please click on the Oracle Guided Learning icon for further guidance on how to create a response this RFP:
  • b). Bidders should have a Supplier ID in TGF Sourcing Application to be able to participate to the RFP.
  • c). In case a Bidder does not have a Supplier ID in TGF Sourcing Application, it should send an email at least 48 hours before the RFP Closing Time to [email protected] with the following title in the subject:

Bidders must complete both the technical and cost proposal sections in the TGF Sourcing Application.

Note: In the previous version of the TGF Sourcing Application, bidders were required to submit their technical and cost proposals as two separate documents. No additional information was required. This is no longer the case. As indicated above, for their application to be accepted, Bidders must complete the technical and cost proposal sections under the “requirements” tab. Should you need assistance completing the required sections, please contact [email protected].

  • e). All communications with regard to this RFP, including clarification questions, shall be in writing and sent through the TGF Sourcing Application using the online discussion. Should the Global Fund deem it necessary to revise the RFP as a result of a clarification, it shall do so as an amendment to the RFP available on the Global Fund’s website.
  • f). Any communication between a Bidder and the Global Fund regarding this RFP, which is not through the designated channel (, may invalidate such Bidder’s proposal to this RFP.
  • To help us track our procurement effort, please indicate in your email where ( you saw this tender/procurement notice.

The Sourcing application will automatically close this RFP at the exact Closing Time stated above, and past this time the uploading of documents (even partially uploaded) will no longer be possible. It is therefore strongly advised that the uploading of submissions be fully finalized at least 30 minutes before the RFP’s Closing Time as there are always risks of having network, internet or uploading issues. For the avoidance of doubt, the Closing Time stated in the RFP will always be Geneva, Switzerland, time. This may be CET or CEST, depending on the time of year. For clarification on the time in different time zones please check on

After the RFP Closing Time, no further additions to, or modifications on submitted proposals shall be allowed unless it is proven to be a bona fide typographical error or omission. Such additions or modifications may only be effected with prior written approval from the Global Fund.

All Bidders must complete, sign and return the Certificate of Conformance (Annex 1) to confirm their compliance with the requirements of the RFP, as well as their acceptance of the Global Fund’s Terms and Conditions of Purchase of Services (see link provided in Section 4). Reservations or requests for amendments to the Global Fund’s Terms and Conditions of Purchase of Services must be submitted by Bidders as part of their proposal and may be considered by the Global Fund. These reservations or requests for amendment will be taken into account in the overall evaluation. The Global Fund has no obligation to agree to these reservations or requests for amendment.

At a Bidder’s request, the Global Fund and the Bidder will sign a confidentiality agreement. In such case, the Bidder acknowledges and agrees that such confidentiality agreement will be based on the Global Fund Confidentiality Agreement template.

Full proposals or partial proposals received after the RFP Closing Date and Time indicated on the TGF Sourcing Application shall be declared late and may be rejected.

Proposals should be valid for a period of 90 calendar days from the RFP Closing Date.


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