While the world's focus was consumed by COVID-19, other global killers like HIV/AIDS, tuberculosis, and malaria continued to claim millions of lives as public attention and funding shifted away. Ahead of the Global Fund's Seventh Replenishment, ONE Campaign needed an innovative digital acquisition strategy to educate global supporters, rebuild campaign momentum, and combat the dangerous misconception that these infectious diseases were no longer major threats.
I led the development of a gamified interactive content strategy and optimized user funnel that transformed passive public curiosity into high-stakes global advocacy.
My Role: Interactive content strategy & funnel architecture, educational copywriting, geographic data segmentation design, cross-channel lifecycle email copy, and localized social sharing optimization.
The Challenge
How do you overcome digital advocacy fatigue and lower the barrier to entry for complex, heavy public health issues?
Traditional campaign prompts, such as leading immediately with a heavy fundraising ask or a direct political petition, frequently hit walls of supporter fatigue. In this campaign, the stakes were compounded by a crowded media landscape dominated by COVID-19.
To convert a mainstream audience, we had to dismantle a steep barrier to entry: we needed to educate users on dense historical and scientific public health data before asking them to take political action. Furthermore, to make those political asks effective, we required critical user data points (name, email, and geographic location) to pass supporters to their specific country-level policy pages, all without triggering high drop-off rates on the sign-up form.
The Approach
Instead of leading with traditional petitions, I designed interactive knowledge quizzes around tuberculosis, malaria, and HIV/AIDS that reframed dense public health data into a gamified, curiosity-driven content experience.
- The Curiosity Hook: Rather than dryly testing pre-existing knowledge, the quizzes leveraged unexpected historical trivia (e.g., historical misconceptions about TB) and engaging science to draw users in. Initial acquisition emails opened with intriguing, low-stakes questions to drive click-through traffic to the quiz landing page.
- The Strategic Value Exchange (Gated Daisy-Chain): To minimize form abandons, users played through the quiz seamlessly. However, to unlock their final quiz score, they encountered a strategically placed data-capture form requesting their name, email address, and country. By positioning this form as a value exchange after they invested time in the quiz, we successfully captured the segment data needed for long-term nurture and cultivation tracks.
- Hyper-Localized Routing: Once the data was unlocked, the funnel instantly daisy-chained into immediate action. Leveraging the captured location data, the platform greeted the user by name and seamlessly served a country-specific advocacy page, instantly empowering them to urge their local regional leaders to fund the replenishment without any extra steps.
- Regional Social Amplification (WhatsApp Push): Recognizing the unique digital ecosystem of the African market (a primary footprint for ONE Campaign's audience) I designed a heavy social optimization push explicitly built for WhatsApp. Rather than relying on traditional Western-centric social platforms, this localized sharing framework allowed users to instantly broadcast their scores across their personal mobile networks, driving a viral, peer-to-peer acquisition loop.
Want to try it for yourself? The interactive demo below recreates one of the quizzes developed for ONE Campaign.
How much do you know about tuberculosis?
Before scientists identified the real cause of TB, many people assumed the disease ran in families. But one popular (and far less scientific) theory blamed something else entirely.
✅ That's right!
The "vampire" theory was genuinely widespread in the 18th and 19th century New England. When TB swept through families, some people assumed the dead were rising and draining the life from living.
❌ Not quite!
Please try another choice.
How much do you know about tuberculosis?
TB is far older than most people realize. When was the earliest known case of tuberculosis?
✅ That's right!
Evidence of TB has been found in human skeletal remains dating back roughly 9,000 years. It has outlasted empires, plagues, and pandemics.
❌ Not quite!
Please try another choice.
How much do you know about tuberculosis?
✅ That's right!
TB can affect anyone at any age. While children are particularly vulnerable, the majority of TB cases and deaths occur in adults, especially those living with HIV, malnutrition, or diabetes, which weaken the immune system.
❌ Not quite!
Please try another choice.
How much do you know about tuberculosis?
TB affects the lungs but its symptoms can be easy to overlook or mistake for something else. Which of the following is NOT a symptom of TB?
✅ That's right!
A rash is not a typical TB symptom. The classic signs, including chronic cough, night sweats, fatigue, and weight loss, often develop gradually, which is part of why TB goes undiagnosed for so long.
❌ Not quite!
Please try another choice.
How much do you know about tuberculosis?
TB is a global disease, but its weight falls hardest on certain parts of the world. What share of global TB cases does Africa account for?
✅ That's right!
Africa accounts for more than 30% of TB cases worldwide, a reminder that this disease is deeply tied to broader inequalities in healthcare access, infrastructure, and funding.
❌ Not quite!
Please try another choice.
How much do you know about tuberculosis?
Progress against TB is real and worth celebrating. How many lives are estimated to have been saved through TB diagnosis and treatment since 2000?
✅ That's right!
An estimated 79 million lives have been saved since 2000, proof that when the world invests in TB, people survive. But with TB still killing over 1 million people each year, there is much more work to do.
❌ Not quite!
Please try another choice.
Thank you for taking this quiz and testing your knowledge!
The Results
By treating education as the top-of-funnel acquisition step, the interactive quiz successfully served as an engine for deeper, personalized global advocacy. The integrated approach lowered initial user friction, captured high-quality regional data segments, and seamlessly routed participants into direct political action.
These digital mobilization efforts, combined with ONE Campaign's broader global coalitions, successfully culminated in a historic, record-breaking $15.7 billion pledged during the Global Fund's Seventh Replenishment to fight HIV/AIDS, TB, and malaria.
"Did you know? During the COVID-19 pandemic, tuberculosis was the world's second deadliest infectious disease after COVID-19. Today, it is once again the world's leading infectious killer."
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