Sweat With Pride Fundraising Campaign
Stigma and discrimination towards LGBTQI+ people leads to much higher rates of mental illness and suicide. And then there are the physical illnesses - STIs like syphilis and HIV are spreading far too fast within our community.
Sweat with Pride is a brand that was created for the New Zealand AIDS Foundation to inspire and empower New Zealanders to raise money to address these health inequalities. Sweat With Pride challenges Kiwis to sweat for 21 minutes a day throughout June to get fit and raise money to support our Rainbow communities.
The campaign ran over three months with the fundraising goal to raise a minimum of $20,000. There were a total of 908 participants who raised a total amount of $169,004. 20% of this was donated to Rainbow Youth.
The concept proved to have a broad appeal both with the LGBTQI+ community and allies. The New Zealand AIDS Foundation were very pleased with the number of people who participated and the amount raisd.
My role was to develop the overall look & feel of the brand for the campaign. Through rapid ideation and quickfire feedback, I developed a logo and brand guidelines for Sweat With Pride. I continued supporting the fundraising team's goals for this campaign across a wide range of assets to fit the brand.
Video shooting, editing, and animating by chillbox