-- With Photo
-- Centrepiece of work includes new World TB Day logo
Siegel+Gale collaborated with the Stop TB Partnership (a global coalition of governments, communities and affected people—including the World Health Organization) to refresh the brand identity of World TB Day, which falls on March 24th each year. The Stop TB Partnership engaged Siegel+Gale to develop a strong brand identity to unify and amplify its efforts to sustain a global movement that delivers ongoing awareness.
Worldwide, TB ranks as the second leading cause of death from an infectious disease, after HIV. While the fight against the disease has had significant success over the past decade, a staggering nine million people worldwide are diagnosed with the disease each year. Three million sufferers fail to receive proper care and treatment. Siegel+Gale's challenge was to find a visually compelling way to express the need to find the "missing" three million.
Siegel+Gale developed three key assets for the Partnership:
Siegel+Gale worked with the Stop TB Partnership to develop a new logo for World TB Day, intended to act as a powerful call to action. To express the brand's new direction, Siegel+Gale used a distinctive, energetic, action-oriented visual identity system. The "B" featured in the logo also represents the number "3"—reflecting the organisation's ambition to reach the three million TB sufferers in need of care. It also signifies World TB Day's three-step plan to "Find, Treat and Cure TB."
2. Visual System
The brand's visual system comprises a red and black colour palette. Red reinforces the sense of urgency, while black adds contrast and impact to the logo. The design elements allow for flexibility and ease of use, as well as localisation. The aim was to make it simple to use among the Stop TB Partnership's 1,000+ partners around the world, resulting in a more cohesive aesthetic and holistic experience for World TB Day 2014.
3. Campaign Slogan
To support the logo, Siegel+Gale together with the Stop TB Partnership developed a campaign slogan that encapsulates the company's mission and cements the sense of urgency: "Every year 9 million people get sick with TB. 3 million don't get the care they need. Help us reach them."
"Working with the Stop TB Partnership was a unique opportunity to make an impact on a public health issue that knows no borders," said Clive Rohald, Siegel+Gale's executive creative director, EMEA. "Our ambition was to emphasise the urgency of the cause whilst highlighting the goal to reach the three million people who currently have no access to TB treatment."
National TB campaigns and events are organised all over the world for World TB Day, and one important aspect of the design was to make it compelling regardless of language and culture.
"I love the logo design, it's clear and compelling without being shocking or negative in its message," said Dr. Lucica Ditiu, executive secretary of the Stop TB Partnership. "I would wear the T-shirt to meet the world's health ministers— and to my son's soccer game."
The refreshed brand story communicates holistically with stakeholders and partners, capturing attention to win the battle against this major global killer.
Siegel+Gale has also been engaged to develop an iconic and lasting identity for the fight against TB, which will be rolled out over the coming 12 months.
Siegel+Gale (www.siegelgale.com) is the simplicity company. We seek it, defend it and embrace it in everything we do to help brands reach their true potential. Simplicity is the centerpiece of the strategies we develop that reveal the unique truths of an organization, the engaging stories we create that connect brands with their audiences and the meaningful experiences we deliver that are both unexpectedly fresh and remarkably clear.
Since 1969, Siegel+Gale has championed simplicity for leading corporations, nonprofits and government organizations worldwide. We have offices in New York, Los Angeles, San Francisco, London, Riyadh, Dubai, Shanghai and Beijing, but we're willing to fly just about anywhere. We're also not alone. As part of Diversified Agency Services, a division of Omnicom Group Inc., we have strong partners all around the world.
About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.
About World TB Day
World TB Day on March 24th, commemorates the date in 1882 when Dr. Robert Koch announced his discovery of Mycobacterium tuberculosis, the bacillus that causes tuberculosis (TB). World TB Day provides the opportunity to raise awareness about TB-related problems and solutions and to support worldwide TB-control efforts. While great strides have been made to control and cure TB, people still get sick and die from this disease, also in our country. Much more needs to be done to eliminate this disease.
For further information contact:
Pia Denise de Malherbe
Commercial Director, EMEA