The Gates Foundation

Polio is 99% eradicated, and complete eradication is achievable — which would make it only the second ever human disease to be eradicated (after smallpox). Eradication would free up a lot of immunization resources to move on to the next fight; equally, there's a danger that if the final hurdle is not crossed, polio could flare up again.

The Gates Foundation wanted to raise awareness of the importance of continuing efforts against polio. One approach we took was to equate eradication with humanity's other great achievements:

The next step was a partnership with the world's best football team, with hundreds of millions of fans around the world. We built a brand around 'More Than A Goal' -- based on FC Barcelona's famous motto,
'More Than A Club'.

The Gates Foundation / Polio

Optimism creates space for magic.