A marketing toolkit to build support debt swap transactions in global health 

The goal

To create a suite of marketing materials on behalf of The Global Fund that would inform, educate, and inspire potential partners (debtors and creditors) to embark on a Debt2Health transaction.

Our approach

Key messages and elevator pitch

The project began with an audit of organisational and peer communications and a series of stakeholder interviews. From this, we presented our recommendations for a new set of marketing materials, crafted a key message framework, and developed an elevator pitch for key target audiences.

Concept note and ‘How to’ guides

Using the above, we developed a foundational concept note to introduce the programme. We also produced two longer ‘How to’ guides to give readers an accessible overview of the debt swap process, from initial engagement through to long-term health impact.

Impact stories

As the final piece, we developed a series of six case ‘spotlight’ studies (short and long-form) that would tell the story of individual debt swap transactions – bringing context, clarity and humanity to a complex and technical process.

The impact

A comprehensive suite of marketing materials that told a clear story, and are now being shared individually and in combination with representatives from potential partners across the world.

We loved this project because…

It helped a small, but growing, programme tell an important story. By working closely with individual team members, we were able to understand and articulate their core narrative and deliver a clear and consistent message that spoke directly to the needs of potential partners.