CFNZ Sweatember

Aligning Brand to Purpose

Sweatember, an annual fundraising event evolved to incorporate the CFNZ brand proxy Fred Bear.

Positioning Fred Bear at the heart of Sweatember, participating in various physical activities, underscored the importance of individuals with Cystic Fibrosis embracing an active lifestyle to manage their lifelong condition. This initiative aimed to inspire all New Zealanders to support those living with Cystic Fibrosis by discovering an activity they enjoy and leveraging it for sponsorship and fundraising efforts for Cystic Fibrosis NZ.