We came up with a campaign to make sure these kids were heard.

When this issue came to the attention of some of us here, we knew we couldn’t stay silent. On our own initiative, we partnered with TB Alliance, a nonprofit organization that had developed a new medication dosed specifically for children.

With our agency donating time and contributing funds, the team created the Louder Than TB campaign to highlight the lack of awareness in the global advocacy community, rally advocacy groups and other partners to our side, and give children with TB something that had long been denied them—a voice.

What began as a small partnership between TB Alliance, Unicef, and WHO quickly blossomed, as 40+ global partners joined the effort and enthusiastic Louder Than TB advocates… crucial to spread the word through media and social channels.

From the outset, the Louder Than TB campaign was designed to be bigger than any one organization. The first partner to join the coalition launched by TB Alliance was UNICEF, followed by UNITAID and the World Health Organization. Today, more than 55 different advocacy groups have joined the coalition to lend their support.

The campaign went live on World TB Day with the launch of a video (initially in English with later versions in French and Tagalog), a branded website, and social media on Facebook, Twitter, and Instagram.

A Social Media/PR toolkit was created, amplified by our coalition partners, many of whom have large followings online.

All reach was 100% organic: our total media budget was $0, and there were no promoted posts

With a social media budget of $0, we reached millions.

As mentioned, all reach was 100% organic: our total media budget was $0, and there were no promoted posts. Despite this:

• Total reach on World TB Day was in the millions, with almost 5000 video views. In addition:

• The campaign had an engagement rate of 1.70%, besting the industry average of 0.5-1%.

• More than 302 users directly shared our content, and partner content generated an additional 700+ retweets.

• The campaign also had sought-after global reach: visitors to LouderThanTB.com came from 6 continents and 56 different countries.