The Global Fund: Moralising Fast and Slow

The Global Fund, an international financing and partnership organisation that supports programs to fight AIDs, tuberculosis and malaria across the world, improved sentiments about minorities so people with HIV or AIDS would feel more comfortable seeking medical help.

Campaign details

Brand: The Global Fund Client: The Global Fund Agency: M&C Saatchi

In Africa, brutal bias against minorities like gays and lesbians costs lives. We proved that prejudice can change fast. Not in decades. Not in years. In weeks.

In a fasci our work suggests there is an intuitive 'System 1' morality and a deliberative 'System 2' morality that later rationalises our intuitive moral decisions.

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