2.2 RATIONALE

Our new global fundraising proposition is a compelling way to introduce the local health heroes – like young maternity nurse Hellen, or FGM/C educator Cynthia – who are truly the lifeblood of a healthier, stronger, modern African continent. We can tell engrossing stories that allow them to talk about their work, and the childhood experiences that drive them today. 

Make Africa’s Heartbeat Stronger is an emotive concept underpinned by rational data – which means we can appeal to the heads and hearts of our diverse audiences.
  
 It allows us to show the holistic range of Amref Health Africa’s work, and the innovative solutions based on African-led local knowledge across countries and communities. It signifies both the scale of the challenge across the continent, and the vast potential to achieve positive change. 

It’s also flexible, rather than generic: we can say ‘Make Ethiopia’s heartbeat stronger’; ‘make Malawi’s heartbeat stronger’, and talk about how we’re doing just that, in ways appropriate to our diverse supporters and potential supporters. We can also communicate the impact of their donations, and show the evolving situation and needs as communities grow stronger. 

Make Africa’s Heartbeat Stronger has an inherent call to action: it’s an appeal for support that signals the role individual donors can play in Amref’s overall mission. By donating to any given campaign, they can be part of a broader movement for positive change across Africa.