The Reach Campaign is a fundraising initiative that aims to end two neglected tropical diseases (NTDs), river blindness and lymphatic filariasis, and free the next generation from these preventable diseases.

Seven Media was tasked with developing and implementing an integrated communications strategy that would amplify the campaign. We took a three-tiered approach – an impactful launch plan, followed by an in-depth content and partnership engagement plan – with the ultimate objective of amplifying the campaign and increasing donations.

Although these diseases affect the world’s most vulnerable people, they are not present in the UAE. Therefore, a key challenge was to ensure the campaign resonated locally. We did this by humanising the story, tapping into national pride through the 50 days to National Day countdown angle, creating a clear CTA with a sense of urgency, and making the campaign tangible so that everyone who donated knew they were truly making a difference to someone’s life.

By the time it hit its halfway mark:

• The campaign had raised enough funds to protect the lives of over 3m people
• One of the seven beneficiary countries announced the official elimination of river blindness on 8 December 2021 at Expo 2020 Dubai.

Other campaign highlights include:

• 1bn reach over a period of 25 days
• Ahead of fundraising target of AED 10m, AED 7m raised within 25 days
• A one-hour show with Bill Gates and Becky Anderson on CNN announcing the elimination of river blindness in one target country
• Secured Reach’s first-ever front covers in major media outlets The National and Al Ittihad
• Coverage in key lifestyle media – including Emirates Woman and Zahrat Al Khaleej – a first for the campaign
• Over 30 media participated in the virtual press conference
• Seven’s work resulted in the campaign being awarded as the Highly Commended Best CSR Campaign at the 2022 PRCA Awards