Creating a brand identity for CFNZ

Cystic Fibrosis is terrible. It is an inherited respiratory condition that results in a life expectancy of only about 30 years.

CFNZ initially approached Energi to help promote awareness and raise donations for their cause. The problem was that CF and CFNZ lacked any recognisable identity and meaning.

Energi created a new brand identity for CFNZ in the form of a brand idea: that CF is a cruel condition that needs kindness. A brand character called Fred Bear was also created to help personify CF and make the condition more approachable.

Energi earned over $1 million in added creative and media value to provide a small and unknown charity with a much bigger voice in the market.

The Outcome
CFNZ broke all records for donations and the campaign helped stimulate a lobby campaign to convince Pharma to fund Trikafta, a miracle drug that doubles the life expectancy of CF patients that qualify for it.