CFNZ Cruel Needs Kind

Creating a Platform to Drive Systemic Change

After 54 years, Cystic Fibrosis NZ required a full brand and purpose reset to create and compel the charity to drive change for people living with Cystic Fibrosis who did not have access to the life-changing medication, Trikafta.

Establishing the platform of Cruel Needs Kind enabled Cystic Fibrosis NZ to put a human face to the whole-of-life condition.

The integrated campaign Cruel Needs Kind led to a PRINZ Gold Pressie Award. The judges recognised the additional 27 more years of life and $60 million of savings to the taxpayer from Pharmac passing Trikafta as evidence of the campaign achieving systemic change.