REACHING THE THREE MILLION
World TB Day falls annually on March 24 and aims to increase awareness of tuberculosis. World TB Day was initiated by the Stop TB Partnership, who have recently collaborated with Siegel+Gale to rebrand World TB Day 2014.
The Stop TB Partnership wanted to engage a strong brand positioning that would sustain a global movement and deliver ongoing awareness. Statistics show that nine million people a year are diagnosed with the potentially life threatening illness, and three million people fail to receive proper care and treatment. The mission of the rebrand was to communicate this gap in the care and support of TB sufferers.
World TB day’s brand overhaul included a new logo, visual identity and slogan. The logo incorporates a B that doubles up as a ‘3’, symbolising the three million TB sufferers a year in need of treatment. The visual identity utilises a red and black colour palette that is designed to be striking in its contrast while communicating urgency. Design elements are also intended to be effective worldwide creating a cohesive aesthetic brand. The new slogan reads, “Every year 9 million people get sick with TB. 3 million don’t get the care they need. Help us reach them.” The brand message is communicated simply and with a sense of urgency.
Clive Rohald, Siegel+Gale’s executive creative director, says, “Working with the Stop TB Partnership was a unique opportunity to make an impact on a public health issue that knows no borders.”
The World TB day rebrand will be rolled out over the coming 12 months.