Issue Communications

Dr. Tedros

For Director-General of the World Health Organization


01 / Background

On May 23, 2017 at the annual World Health Assembly in Geneva, Dr. Tedros Adhanom Ghebreyesus was elected Director-General of the World Health Organization (WHO)—making him the first African to lead the agency in its 70-year history. His groundbreaking election followed nearly two years of global movement building, fierce competition among six candidates and a new voting process that saw health ministers from 186 countries cast their ballots. GMMB was there from the campaign’s earliest days, helping shape the messaging that would define Tedros’ candidacy.

2015 – 2017
Public Relations / Creative Content / Digital / Brand Strategy

02 / Strategy

As Dr. Tedros embarked on one of the most globally relevant campaigns of our generation, he sought out a strategic partner that could sharpen his inspiring vision of reform and communicate his unique strengths and qualifications to key stakeholders across the globe. Equipped with the issue expertise, creative capabilities, shared values and a belief in his transformational leadership, GMMB was honored to take on this comprehensive role in close collaboration with Dr. Tedros’ broader campaign team.


03 / Work

Devising campaign strategy. Honing core messages. Communicating his vision and experience to a global audience. Developing a logo, website, and tagline. Across the board, GMMB played a foundational role in the planning and execution of Dr. Tedros’ historic run for Director-General. In doing so, we helped introduce him to the world as not only a proven champion of health in Ethiopia, but the best-qualified candidate to lead WHO in these challenging times.


04 / Results

Dr. Tedros won. And he did so by securing unprecedented support from a diversity of nations. Throughout the campaign and in the lead-up to the vote, GMMB helped position Dr. Tedros, his accomplishments and his vision on the world stage. Dr. Tedros has now taken the helm at the WHO with the broad-based support necessary to enact change.