The Ruedi Lüthy Foundation was set up in 2003 by Prof. Ruedi Lüthy. It runs an outpatient clinic in Zimbabwe treating HIV and Aids patients. The clinic also offers ongoing training for local doctors and nurses. open up has been supporting the foundation since 2009.
The Ruedi Lüthy Foundation changed its name in 2016 and refreshed its brand identity at the same time. open up was commissioned to provide strategic support throughout the rebranding process.