Elevating Childhood Pneumonia on the Global Health Agenda

by MHP Communications for Every Breath Counts Coalition

Summary of work

ENGINE MHP was set an urgent challenge by the Every Breath Counts Coalition (EBC): get pneumonia, the leading infectious killer of children, on global health agendas. Centred on the shocking statistic – one child dies of pneumonia every 39 seconds – MHP designed a disruptive social media campaign aimed at governments, policy makers, global donors and the wider public.
With creative content including a 24hr livestream and short-film series we leveraged social channels to drive organic reach of 150 million, across 144 countries, and promote the world’s first Global Forum on Childhood Pneumonia.
After the outbreak of the COVID-19 pandemic following the Forum, ENGINE MHP supported EBC’s advocacy efforts to bridge the oxygen gap in LMICs by raising the profile of scalable innovative solutions led by on-the-ground partners on social media platforms.
By making this a digital first campaign, we cost-effectively reached audiences by leveraging partner organisation channels with no media spend. Recorded and publicly available commitments from global and national policymakers ensure they can be held accountable to reach the target of ending preventable child deaths from pneumonia by 2030. Recently, the Access to COVID-19 Tools Accelerator has announced a $US1.6 billion COVID-19 Emergency Oxygen Response to help the worst-affected LMICs.

To date, the program has successfully generated and leveraged data through newly established channels and partnerships with engaged stakeholders. The program has already successfully influenced clinical practice and policy at global, country and clinic levels via novel insights and targeted, patient-focused solutions. Adherence is gaining the attention it has long needed, and real-world outcomes will improve as a result.

Judges’ comments

Elevating Childhood Pneumonia project was a sophisticated, well thought through and carefully implemented campaign with demonstrable results. It was innovative in getting the people at the event to share it on social media and it was helpful to see how results from the campaign suggest there was a direct impact on the action that then came about.