Fight Discrimination with Perspiration

NEW ZEALAND AIDS FOUNDATION

In 2021, it was crazy to hear that the rainbow community still faced worse health outcomes than their peers. That’s why, every year, the New Zealand AIDS Foundation run an event called Sweat with Pride. Just by exercising for 21 minutes a day, you can raise money that goes towards making a difference to LGBTQ+ health and you can also stay active. Win-win!

We were enlisted to make 2021 Sweat with Pride’s biggest and best year ever. So, to raise awareness and create motivation, we created three drag-tastic ‘Perspirational Trainers’. Brought to life by local drag artists Kita Mean, Bionica and Monty Montgomery, these three trainers provided all the motivation (and laughs) you’d need to keep persevering through the month, through regular video updates.

The aesthetic was given a ‘retro athleisure’ vibe to make it punchy and motivational, while also bringing an explosion of colour and fun to every facet of the campaign that you couldn’t help but want to be a part of. In the dreary depths of winter, it commanded attention everywhere we put it.

The recruitment campaign saw over 1,500 Kiwis sign up for the cause. And by the end of the campaign, our proud Sweaty Betties had raised a whopping total of $377,230 - an 87% increase on 2020’s total.

Agency: FCB

Copywriter: David Shirley

Photographer: Mike Braid

Designer: Josh O’Neill