Visualizing a world without cervical cancer
Sector(s):
Service(s):
The Change
11
global health organizing partners
40+
countries represented
$600
million in new pledges announced
The world’s first Global Cervical Cancer Elimination Forum
In March 2024, over 300 global leaders gathered in Cartagena, Colombia, for the inaugural Global Cervical Cancer Elimination Forum. The goal: reignite the World Health Organization’s (WHO) global strategy to eliminate cervical cancer and secure the commitments to make it possible.
Be the Change Group partnered with Mozaic Consulting and the Bill & Melinda Gates Foundation to create a powerful brand identity and message platform that inspired action, aligned global stakeholders, and ensured this historic moment landed with impact.
The challenge
Even though cervical cancer is one of the most preventable and treatable forms of cancer, it is the fourth most common cancer among women globally. The World Health Organization set ambitious 2030 targets for vaccination, screening, and treatment. But progress was slowing.
The Global Cervical Cancer Elimination Forum was created to turn that around.
Held from March 5–7, 2024, and co-hosted by the Government of Colombia and the World Health Organization, the Forum convened health ministers, donors, scientists, advocates, and community leaders. It called on them to take action with new policies, programs, and financial commitments.
To rally this global coalition, the Forum needed a unified identity that could cut through complexity, drive urgency, and encourage bold commitments.
The solution
Be the Change Group led the development of a full visual identity and supported the development of all on-site collateral for the Forum, in close collaboration with Mozaic Consulting and the Gates Foundation.
The result was a bold, vibrant brand that carried emotional weight and visual clarity. Our approach was grounded in in-depth research. We carried out a cross-sector branding analysis and stakeholder survey to give us a deep understanding of the goals of the forum and the context of the wider landscape. Based on this evidence we created an identity that was equal parts relevant and distinctive, with a flexibility which allowed it to be used in future forums.
The logo and palette emphasized unity and momentum. A bespoke icon reflected the Forum’s triple focus on vaccination, screening, and treatment. Every detail was designed for accessibility and adaptability across languages and platforms.
Our creative team worked hand in hand with partners to shape a visual approach that respected the people and places at the heart of the Forum, with photography that reflected the communities it was built to serve.
The visual identity was activated across:
- A digital partner toolkit with pre-branded assets
- Social media graphics, presentation templates, and campaign content
- On-site signage, staging, and merchandise (including tote bags, folders, banners, fans and journals) that carried the brand throughout the venue
- Digital screen branding for wayfinding within the space and for the screens for opening ceremonies
The result: a Forum that looked like a world-stage event and carried the energy of a global movement.
Leading global partners
The Forum brought together people and organizations with the power to eliminate cervical cancer within the next generation. Key partners included the Gates Foundation, Gavi, the Government of Colombia, Unitaid, the United States Agency for International Development (USAID), the Vaccine Alliance, and the World Health Organization.
The outcome
The event generated over $600 million in new commitments toward HPV vaccination, screening, and treatment. Early feedback from organizing partners affirmed that the Forum’s branding and messaging helped engage key stakeholders and set a tone that invited action and signalled ambition.
By aligning 11 global organizing partners under a shared visual and narrative identity, Be the Change Group helped bring this critical milestone in global women’s health to life with clarity, cohesion, and lasting impact.
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