Disciplines
- Campaign Strategy
- Campaign Design
Team
- Aemon
- Chelsea
- Lachlan
- Emily
Industry
- Global Health
Year
- 2023
Medicines Development for Global Health
River blindness is a devastating disease that affects tens of millions worldwide. Despite this, the WHO has classified river blindness as a Neglected Tropical Disease, because the health needs of those who are affected remain neglected by the traditional pharmaceutical model.
Without financial incentive, pharmaceutical companies cannot justify the lengthy and costly process required for developing a new drug, leaving entire nations burdened by this disease.
Medicines Development for Global Health (MDGH) have seen this gap and responded. Operating as a non-for-profit pharmaceutical company, the team has spent the last 20 years developing moxidectin, a medicine with the potential to eliminate river blindness.
Challenge
In January 2025, we were brought on board to help bring moxidectin to market with the launch of the Momentum Campaign. A pinnacle moment for MDGH, as their 20 years of research and development would finally reach the communities that need it the most.
The complexity of a mass drug administration (MDA) of this scale required specific messaging and branding that spoke to the distinct audiences involved — from the communities affected by river blindness, where MDGH would need to build trust and support from leaders, to funders and global health organisations financially backing the programme.
Solution
From print to digital, we built a campaign carrying the same vision that has led the team for the last 20 years.
For local audiences, we adopted “No More Oncho”, a punchy statement that spoke directly to what this MDA meant for affected communities: no more struggle, no more fear, no more death.
For the global health community, we took a more aspirational tone with “The End of River Blindness is in Sight”. This positioned the campaign for the long game — we’re one step closer to elimination, but we need your support to get that bit further.
The treatment has already improved the lives of over 120,000 people, and as MDGH moves into the next stage of distribution, Momentum continues to build.
