Promises were meant to be kept, not broken.

TB (tuberculosis) has become the world’s deadliest infectious disease. Each year, it claims more than 1.5 million lives. Nearly 1/4 of the entire world carries latent TB, and it is usually the poorest and most vulnerable people on earth who feel its wrath.

For decades, TB has remained largely overlooked, with little funding to confront this enemy of the poor.

Then, a glimmer of hope. Finally, in 2018, nations gathered at the United Nations and pledged to end TB.

Since that day, more than 3 million people have died waiting for the proclamation to spark meaningful actions. It was time to call out those countries to stand by their word and put the promise of curing TB back on the agenda.

Simply spreading awareness about how the world has continued to ignore TB wasn’t going to be enough on its own to get world leaders back on track. We needed to take action. We needed to get in the faces of these people and remind them of the hundreds of lives lost every day due to their lack of focus and commitment to their own very own pledge.

To help show the magnitude of this issue, we wanted world leaders to feel that it’s not just 1 organization holding them accountable, but millions of people around the world too. But how do you get the attention of hundreds of people across the globe quickly and effectively? Digitally.

Our website and social posts allowed us to create awareness, setting the stage for users to take action. And our auto generated emails gave users the outlet to reach hundreds of world leaders, instantly.

Our goal was to respectfully challenge the signers who came together at the United Nations to recognize their commitment. And to stand behind it by making treatment and support affordable and accessible. We challenged health ministers, heads of state, and healthcare leaders around the world to refocus their efforts and put curing TB back on the global agenda.

Our website launch date coincided with the International AIDS conference where TB Alliance hosted their own “virtual” booth. Because TB is the #1 killer for people with HIV, we aimed to educate a more naïve audience by sharing the United Nation’s failed pledges and provoking urgency to get the world back on track.

In addition, we created social posts directing users back to our webpage where we share patient stories, explain the pledges in detail, and give everyone the opportunity to send autogenerated letters to the men and women who signed the pledge but stand by as millions continue to suffer.

But we’re not done yet. We’re continuously releasing more social posts driving to our website to keep this issue at top of mind. This year we’re going one step further by taking our plea directly into the hands of promise makers targeting hundreds of countries on a global scale.

Our website has been visited thousands of times in under a year. As of today, over 150,400 emails have flooded the inboxes of health ministers, heads of state, and healthcare leaders in over 190 countries so far.