WHO: What does 75 years of global health look like?

THE BRIEF

WHO needed a visual identity that could carry the weight of 75 years of public health progress, and inspire renewed commitment to what remains undone.

Rooftop’s partnership with WHO across World Health Day 2022 and the organization’s 75th Anniversary in 2023 was a story about the power of a consistent visual language to carry meaning across cultures, languages, and years.

THE CREATIVE

In 2022, we created the now iconic Lady Health illustration for World Health Day. The colourful design gave WHO’s climate and health messaging a human presence that felt nurturing, hopeful, and universal. Lady Health was immediately adopted as the centrepiece of the 2022 World Health Assembly.
For WHO’s 75th Anniversary, we evolved the Lady Health illustration to reflect WHO’s 75 year journey. We integrated health symbols into the design and developed a comprehensive toolkit of assets that were rolled out in all six UN languages across every context and channel.
The flagship 75th anniversary film was intimate and nostalgic, featuring children engaging with a storybook, archival footage woven through animated sequences. The film told WHO’s story through the eyes of the generation that will carry it forward.
Throughout the anniversary year, social media content was tailored to ensure the campaign remained alive and responsive across WHO’s global platforms.

THE IMPACT

Both campaigns were praised by WHO leadership for their emotional clarity, design consistency, and exceptional delivery under pressure. Lady Health was embraced not just as campaign material but as the defining visual of one of WHO’s most significant annual gatherings.

THE FILM

SUPPORTING ASSETS

THE DETAILS