#ResistResistance, the campaign that makes an invisible threat visible
Drug-resistant infections are responsible for 700,000 deaths each year, including more than 200,000 newborns and infants. To develop five new treatments by 2025, GARDP needs to raise €500 million. Enigma’s mission alongside GARDP’s team? To maximise the digital impact of the cause in order to attract potential philanthropists and foundations.
One aware donor is worth two
Global Antibiotic Research and Development Partnership (GARDP) is active in antibiotic-resistant infections. This global threat causes the deaths of 700,000 people a year, including more than 200,000 newborns and infants. To develop five new treatments by 2025, GARDP needs to raise €500 millions. Enigma’s mission alongside GARDP’s team? To maximise the digital impact of the cause in order to attract potential philanthropists and foundations.
The key: ultra-targeted visibility
To facilitate GARDP’s work, Enigma first defined a meticulously selected audience in terms of potential partnerships and donations in the three geographical target areas (Switzerland, UK and USA). The aim was to inform and raise awareness to then encourage philanthropic processes. Our strategists defined a powerful communication concept, #ResistResistance, which was translated into different contents – landing page, “Faces of AMR” video clips and banners. Thanks to continuous monitoring, Enigma’s trading desk ensured a highly effective digital campaign.
On a local level, a branding operation also enabled GARDP to be highlighted in the heart of Geneva thanks to the flags flying on the Mont Blanc Bridge this summer. The TPG also carried the colours of the “Take action now” operation visible on a city runner tram for several weeks as well as on the TPG-TV screens.
A need for visibility & impact
- at a third of the way through the project, half of the traffic and visibility objectives had been achieved with the target audience
- Deployment in three major geographical areas: Switzerland, UK and USA
- a strong and effective communication concept
- high visibility to the right audience