On May 26th, Gallup announced that the Russian people’s approval of U.S. leadership dropped to arecord 1%, which is the worst rating in the world and the lowest approval Gallup has ever recorded. According to an article written by Gallup analyst Julie Ray, the abysmal view of the United States in Russia is a reflection of the country’s “…increasingly tense relations with the U.S. since the crisis in Ukraine and the threat that many Russians, as well as residents of several former Soviet states, feel the U.S. now poses to their countries.”

An alliance of public and private partners supporting immunization and vaccination of children in poor countries – known as Gavi – raised $7.5 billion from governments and philanthropists at their pledging conference in Berlin on 27 January. What public diplomacy and communications strategies did they use to achieve this success?