Humanly Possible
A global campaign to help save lives

HUMANLY POSSIBLE is a joint campaign of UNICEF, the World Health Organization, Gavi, the Vaccine Alliance, the Bill & Melinda Gates Foundation and many more. About 40 different NGOs around the world adopted the campaign too.

This unique alliance has evolved over the past 50 years but always with the same mission – to vaccinate every child against the most common and curable deadly diseases like polio, measles and diphtheria. This is a massive global undertaking that continues year after year. Only by vaccinating every child can the threat of outbreaks of these deadly diseases be eliminated.

Funding from Governments, foundations and private investors is crucial to maintain the program.

2024 represented the program’s 50^th Anniversary. Such an important milestone provided an opportunity to celebrate the program’s success and to ask institutional investors to renew their funding commitments for 2025 through 2030.

The campaign idea therefore needed to feel big, important and truly inspirational: while also recognizing the reality that as much of every dollar contributed as possible, needed to be spent on vaccinations not on ‘advertising’.

Tea & Water’s brand campaign idea was built on a startingly simple reality: mankind already has the means to eliminate the deadly diseases that contribute to so many unnecessary child deaths each year. We just need to ensure every child is vaccinated – this is possible today.

It’s HUMANLY POSSIBLE gave the 50^th Anniversary campaign its big promise, its focus and its monumental truth. The idea shaped the content for digital and social assets as well as videos. Executions focused on the positive upside of vaccinating every child. Strategically, the creative content and executions focused on the positives associated with the alliances work: rather than restating the problem that lack of funding would otherwise trigger.

HUMANLY POSSIBLE demonstrates how a compelling brand idea acts as its own multiplier to build and maintain market presence across the globe.

Firstly, the program idea created the most committed support from local UNICEF offices and their employees in over 160 countries. Program materials were adopted, translated and versioned. Local markets invested extra funds and put manpower resources behind the effort.

Secondly, the bigness and importance of the message galvanized editors and publishers at high profile international media properties. Earned media placement resulted in The Economist, The Guardian, Washington Post, New York Times and more including an interactive billboard in Time Square.

This high-profile presence served to amplify the digital and social media synergies and messaging in a way the alliance had not enjoyed before. HUMANLY POSSIBLE also inspired related promotional opportunities including ‘Goodwill Ambassador’ David Beckham’s Soccer Aid for UNICEF in June 2024.