Amref Health Africa partners with award-winning creative agency 11 London

Amref Health Africa is delighted to be partnering with award-winning communications and advertising agency 11 London on the refresh of its global fundraising brand.

A rigorous procurement process launched in late 2022 saw interest from creative agencies around the world. In February, an eight-member evaluation committee – spanning a range of perspectives and expertise – was won over by 11 London’s compelling creative pitch.

“The committee was impressed by 11 London’s understanding of Amref and our fundraising ambitions, their strategic thinking, and their creative capacities,” says Ramses Man, Amref Health Africa’s Global Fundraising Director, who oversaw the procurement process. “We were particularly pleased to learn of their commitment to co-creation, which mirrors our own commitment to involving communities in decisions that directly affect them.”

“11 London’s focus on the health of people and planet dovetails with Amref’s new corporate strategy, at the heart of which is the intersection between climate change and health. It really feels like a partnership that was meant to be.”

In March, a small delegation of the 11 London team joined Communications and Fundraising leads from across Amref Health Africa for a kick-off workshop in Nairobi. The workshop included a visit to one of Amref’s flagship water and sanitation projects in Kajiado County, where Maasai communities are facing a devastating drought: the worst in 40 years. The visit was an opportunity for 11 London to witness the integrated, grassroots approach that defines Amref’s work, and to hear from communities about the solutions they are putting in place to address evolving challenges.

Matt Hunt, Managing Director of 11 London, said: “It’s not often you meet an organisation like Amref who are prepared to deal with the causes behind health inequity in Africa at both a grassroots and governmental level. Then, to involve the people on the frontline in the job of updating the brand feels like a similarly inclusive and sustainable approach. That vision has massively enthused everyone at the agency, and we can’t wait to get started properly.”

Amref and 11 London will now embark on the discovery phase of the brand refresh, encompassing in-depth audience research, internal information-gathering, and horizon scanning, before moving on to co-creation.

This exciting project comes at a pivotal time for Amref Health Africa, as the organisation prepares to scale up public fundraising across Europe and North America. “We know that a bold, values-led brand will be the bedrock of this growth,” says Ramses Man. “In 11 London, we have found a partner who will support and stretch us, pulling together the many strands of Amref’s identity to showcase what makes us unique. We hope this new chapter in the Amref story will inspire new audiences to support our vision of lasting health change in Africa.”

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Amref Health Africa was founded in 1957 and has since grown to become the world’s largest African-based international health development organisation, currently implementing more than 120 programmes, directly reaching more than 12 million people across 35 African countries. Headquartered in Nairobi, Kenya, Amref Health Africa has offices in ten countries in Africa and an additional eleven advocacy and fundraising offices in Europe and North America.

11 London is a full service strategic and creative agency that creates branding and communications campaigns specifically for organisations that improve overall life and health and promote sustainable living.

For more information, please contact Rachel Erskine, Fundraising and Communications Consultant: rachel.erskine@amref.org.