Campaign

Sweat with Pride

Client
Burnett Foundation Aotearoa
The brief
Redevelop the Sweat with Pride campaign with the view to maximise fundraising, prior to the campaign and brand being syndicated to a number of other countries around the world.
A drag king flexing his biceps on a blue and yellow retro poster which says “Choose ready. Bjoyn Ready.”
Our proposition

The brand was already strong – but previously potential participants had been missed by the lack of a professionally produced, attention-grabbing set of hero videos.

What we did

We developed brand new ‘trainers’ to front the iconic annual fundraising event, produced attention-grabbing hero videos to drive sign-up, and created engagement videos to boost fundraising and participation throughout the month.

Impact

Sweat with Pride had its best ever year: raising $775,000 – a 20% increase from the previous year.

Something special

Distinct personas for our Sweat with Pride trainers meant we could directly appeal to different types of prospective participants, with a trainer for those who clock up marathons by the dozen, and another for those who may struggle to get off the couch – driving continued participation and, ultimately, fundraising revenue.

A drag king flexing his biceps on a blue and yellow retro poster which says “Choose ready. Bjoyn Ready.”A drag queen in a pink sparkly dress posing on a purple retro poster which says “Get a move on with Greta Moveon.”A drag queen posing with a dumpbell on a yellow retro poster which says “You too can be Vera Strong.”A drag queen dressed as an explorer posing on a green retro poster which says “Take a hike with Wanda Farr.”

Our services

Campaigns
Production
Strategy + Research