Client
Gates Foundation & National Dept of Health
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In partnership with the Gates Foundation and the National Department of Health, the TBCheck initiative was designed to tackle one of South Africa's most pressing public health challenges. The mobile platform enables easy TB self-screening, with the goal of reaching high-risk communities and driving early detection and treatment.
South Africa remains one of the highest TB-burden countries globally. The goal was to reach at least 9,000 TB patients within 12 months through the TBCheck platform.
The real challenge was deeper. Awareness was low, trust in the system was limited, and stigma around TB remained high — particularly among men in informal settlements. Reaching this audience required more than information. It required relevance, trust and real connection.
We captured their journey and stories by taking the campaign directly to the people. Through the "TBCheck It, Treat It, Beat It" campaign, we built a community-rooted, behaviour-change movement that lived where the audience lives — from hostels and taxi ranks to soccer fields and taverns.
We developed a multi-format rollout across social media, radio, print, video and on-the-ground activations, all designed to simplify messaging and make TB easier to talk about.
The content was direct, relatable and action-driven — encouraging self-screening, promoting treatment and breaking down stigma in a way that felt natural and accessible.
Increased uptake and usage of the TBCheck platform among high-risk communities
Broader understanding of TB transmission, early testing and treatment
More people actively self-screening and seeking treatment
Opened up conversations and normalised discussions around TB
Expanded engagement across diverse communities, age groups and geographies
Bring us the brief. We'll bring strategy, story and execution that lives beyond the campaign.
