Studio Bright Green

The Go Give One campaign, launched by the WHO Foundation in April 2021, aims to provide people worldwide with an opportunity to contribute to global vaccination efforts. The campaign urges people to donate the equivalent cost of a single vaccine, to the international fund known as COVAX AMC. This fund purchases COVID-19 vaccines for countries, starting with those in greatest need.

The vision of the campaign is rooted in the personal desire for freedom from the virus, which has had a profound impact on individuals’ lives. It taps into people’s compassion and their willingness to help one another, encouraging them to take action to end this ubiquitous disease. Go Give One offers a global solution to a shared problem, recognising that the virus knows no boundaries and that true freedom can only be achieved when everyone is protected.

The visual identity captures the urgency of the campaign with a focus on versatility to expedite application into worldwide company communications. The name, Go Give One is short, simple and memorable. The distinctive logotype with a progressive icon between each word acts as a rallying cry and call to action. It is designed to seamlessly translate into six key United Nations languages, and the use of straightforward and direct messaging throughout communications ensures universal understanding. The primary colour, orange, injects alertness and energy into the brand, while aspirational images convey a sense of collaboration and purpose to look forward to life beyond the pandemic. Engaging animation is utilised throughout the campaign to reinforce advancement and generate greater awareness.

The campaign was rolled out on a country-by-country basis over twelve months, starting with the UK, USA, Israel, and Kenya. Local businesses, charities, and governments led the campaign with support from global companies such as Google, Salesforce, and Facebook. A dedicated online giving platform was established to facilitate donations. One key aspect of the campaign was a matching feature that enables companies worldwide to contribute through a straightforward fundraising mechanism. Companies can engage their employees or customers in the campaign, and American Airlines is the first airline to participate.