The Global Fund to Fight AIDS, Tuberculosis, and Malaria relies on donations from governments and institutions agreed every three years at special summits. The impact of Covid threatened to derail ambitious targets for the September 2022 summit. This case describes how communications reframed aid as investment in rational arguments to persuade policymakers to increase pledges and an emotive campaign of films showed the perspective of healthcare workers and disease survivors to mobilise public opinion. The 2022 summit exceeded its fundraising target by $1.2bn and evidence communications worked as intended includes earned media reach, social impressions, and first-time donations from seven countries.