1. The Big Push Outline of Communications for Replenishment – 2013

2. Strategy Tell the story – and use the news Engage all partners – we can’t do it alone Repeat key messages – we can’t say them often enough Act on opportunity

3. The Story We now have the scientific and implementation know- how to defeat AIDS, TB and malaria. Completely controlling the three diseases will save and dramatically improve the lives of millions of people, their families, their communities and their countries. It will also save billions of dollars. Invest now or pay later. The Global Fund is a effective vehicle to bring partners together. We just need the funding. We need a Big Push. Now is the time. We are at a critical moment.

4. Key Messages We can defeat AIDS, TB and malaria, by working with partners We need funding We are at a critical moment

5. 1 - We can defeat AIDS, TB and malaria, by working with partners. What seemed impossible ten years ago – reversing the trend on HIV infection, for instance – has been achieved by partners working together. Innovations in science and implementation now give us the tools to completely control AIDS, TB and malaria, and we have an effective model that works.

6. 2 - We need funding We need a Big Push. With funding, we can defeat these three diseases. The Global Fund offers tremendous value for money. We invest for impact, and we can stretch funding further by spurring domestic and private sector investment.

7. 3 - We are at a critical moment We have a historic opportunity to completely control these diseases. It is “invest now or pay later.” Our gains will be lost if we do not move forward to defeat these diseases. We can’t stop now. We need to seize the moment.

8. Tools  Social Media toolkits  Blogs  Portraits  Infographics  Videos  Ads and banners

9. Key Events January – New Executive Director; announcement of German commitment February – Launch of the New Funding Model March – World TB Day April – First Replenishment Meeting, World Malaria Day May – African Union Summit June – G-8 Summit

10. Link, Tweet and Re-tweet Social Media Link with Here I Am Campaign Huffington Post platform Selected Stories

11. Act on opportunity ‘Martha and Mary’ – go Hollywood ‘The Endgame’ – Concerts as a way to engage youth