Give a F—* for CF! Cystic Fibrosis NZ launches edgy new campaign

Cystic Fibrosis New Zealand has launched a new campaign aiming to raise vital funds and awareness for New Zealand’s most common life-limiting genetic condition – all while cutting through charity clutter.

The ‘Give a F—* for CF’ campaign was developed by independent Auckland-based agency, Central Station. It aims to leverage the attention it grabs to use as a Trojan horse to deliver a very real message about the realities of life with cystic fibrosis. 

The campaign aims to challenge apathy and turn heads, in particular appealing to the under 35 age group – who were identified in research as the largest portion of likely donors. 

Cystic Fibrosis chief executive Jane Bollard says there is tongue-in-cheek humour to the campaign, but it is not designed to cause offence. 

“When we pair the ‘F’ to a genuine way of helping (funding, or a few hours of volunteer time), it actually removes the power of the ‘F word’ as a swear, and replaces it with an act of generosity. 

“Each ‘F’ allows us to highlight an aspect of what it means to live with cystic fibrosis, educating people about the condition and the work that CFNZ does. We believe it brings the reality of the condition home, in small ways that might not have occurred to people before.”

A digital and social campaign will support the usual street appeal and fundraising undertaken by the team at CFNZ and community volunteers from August 12-18.

Central Station creative director Adrian Neal says the team has worked closely with CFNZ for two years. 

“[We are] very proud and humbled that we can help further their cause and draw attention to the realities of life with cystic fibrosis. 

“We hope this campaign will jolt people just enough to appreciate the impact of a life limited by cystic fibrosis and to give a few bucks to help CFNZ continue their work throughout New Zealand.”

Cystic fibrosis is a genetically inherited condition, which affects the lungs and digestive system. Characterised by thick mucus in the lungs, cystic fibrosis often results in serious chest infections and impacts greatly on the person’s quality of life. 

Donations fund emotional and practical help from dedicated CF social workers, advocacy for the funding of essential medicines, research into new treatments and eventually, a cure. To give an F, text FUTURE to 4462 to donate $3 or visit the website for more information.