Designing a standout event at the UN General Assembly



Sector(s):
Service(s):
$350 million USD in new commitments to sexual and reproductive health and family planning
Key world leaders and global donors united under one roof
Global visibility during UNGA for sexual and reproductive health rights
In September 2024, during the 79th United Nations General Assembly (UNGA) in New York City, global leaders convened for Investing in the Future: Unlocking Sustainable Financing for Sexual and Reproductive Health. The result? Over $350 million USD in new commitments to advance access to sexual and reproductive health (SRH) and family planning worldwide.
Be the Change Group was proud to partner with Mozaic Consulting for the event, which was hosted by UNFPA, the Bill and Melinda Gates Foundation, Family Planning 2030, and the Children’s Investment Fund Foundation, to create the visual identity that helped bring this momentous event to life.

The challenge
With hundreds of events competing for attention during UNGA, this high-level gathering needed to cut through the noise. UNFPA, the Bill and Melinda Gates Foundation, Family Planning 2030, and the Children’s Investment Fund Foundation sought a bold identity for the event. They wanted an identity which was distinct from their existing brands while appealing to a wide range of diverse global partners.
The branding needed to reflect the event’s ambitious vision: closing the SRH funding gap, inspiring country-led investment, and amplifying the voices of women, youth, and health workers from the Global South.

The solution
Be the Change Group developed a vibrant visual identity that set the tone for urgency, collaboration, and optimism. The bold colour palette, striking typography, and elegant visual elements, allowed the assets to cut through the noise at UNGA.
It was crucial that the identity we created was grounded in the dignity and strength of those it aimed to support. Images were selected through a rigorous and collaborative process, ensuring they were culturally appropriate, globally inclusive, and resonant with the themes of gender equity and shared responsibility. We emphasized visuals that highlighted women and their partners—a deliberate nod to the importance of collective commitment in advancing SRH access.
We facilitated a streamlined partner review and approval process across multiple organizations, ensuring alignment from the earliest concept to final rollout.

Our deliverables included:
- Custom social media graphics for pre- and post-event outreach
- On-site signage, staging, and printed collateral
- Presentation templates and video content
- A video of partners sharing their commitments
- On-the-ground quality assurance to ensure seamless brand execution on the day, and support for our client teams
The outcome
The event delivered on its promise: $350 million in new commitments were announced from donors and governments alike. Global health leaders—including Melinda French Gates, Dr. Natalia Kanem (UNFPA), and ministers from Tanzania, Canada, Zambia, and Honduras—called for bold, country-led action to close the funding gap in sexual and reproductive health.
Key moments from the event included moving personal testimonies, including a story shared by Dr. Atul Gawande about his mother’s ability to plan her family and career, and powerful remarks from Feri Anita Wijayanti, highlighting the vital work of midwives around the world.
As Dr. Anita Zaidi, President of the Gates Foundation’s Gender Equality Division, put it:
“When we invest in healthy women, we invest in a healthy world.”
Be the Change Group’s branding helped transform the event venue into a space of energy, clarity, and ambition.
