To mark International Pride month in June, the New Zealand AIDS Foundation (NZAF) is challenging Kiwis to ‘Sweat with Pride’ by exercising for 21 minutes daily to raise money for the Rainbow community.
Three ‘Perspirational Trainers’ – Carmen Collected, Tilda Sweatpours and Jim Locker, fronted by some of the LGBTQIA+ community’s most fabulous drag artists – will cheerlead supporters through their fundraising efforts.
Proceeds will be used to fund HIV testing, sexual health services, counselling and community events at NZAF. RainbowYOUTH and OutLine will also each receive 10 percent of proceeds.
The campaign encompasses video, OOH, social, print and radio.
NZAF CEO Dr Jason Myers says: “Aotearoa is often portrayed as a progressive country because we’ve achieved milestones like marriage equality. But the fight for equity for Rainbow people is far from over. Half of Rainbow New Zealanders have experienced mental illness, and STIs like syphilis and HIV disproportionately affect the Rainbow community.
“We need to act now to provide Rainbow New Zealanders with the support they desperately need. We’re asking everyday Kiwis to take a stand for our Rainbow communities by signing up to Sweat with Pride.”
FCB Auckland MD Toby Sellers says: “This is a cause close to our hearts at FCB, and so it was a privilege to be in a position to help the New Zealand AIDS Foundation with this campaign. We’re passionate about ideas that lead to behaviour change and move New Zealand forward. To achieve this ambition, we ensure that we understand and connect with all New Zealanders, embracing a culture of diversity, equity and inclusion.
“We are committed to this within our own internal culture, and our partnership with the New Zealand AIDS Foundation and Sweat With Pride is a demonstration of our ongoing commitment.”