How “W/O CF” helped Cystic Fibrosis Canada turn a lead gen ask into a national identity.
How Community Living Toronto’s 75th year became the foundation for a lasting, award-winning brand platform.
Cystic Fibrosis Canada needed a fresh, adaptable campaign to replace their long-standing “FURTHER” platform — one that could generate monthly donors today but also grow into something bigger and become a multi-year brand platform for the entire organization. The brief was clear: develop a simple, emotionally resonant concept that could scale, unify their message, and carry their brand forward.
Rather than building a campaign about cystic fibrosis, we built one about life without it. “Without CF” was more than a tagline — it was a vision. A way to center hope, possibility, and action. One that gave people something to fight for, not just against.
We created “W/O CF”, a bold, black-and-white creative platform that was easy to remember and even easier to adapt. From the very beginning, we designed it to be more than a fundraising vehicle — it was a future-facing brand identity. The concept was flexible, scalable, and built for broad use across channels and touchpoints, from digital media to physical merch.
The W/O CF platform was intentionally crafted to plug into CF Canada’s full ecosystem — including fundraising, advocacy, awareness, and supporter engagement. Its simplicity made it stick. Its versatility made it spread.
From user-generated content to event signage, from stickers to social media, the creative became a recognizable symbol of resilience and collective purpose. Our omnichannel execution strategy enabled it to show up anywhere — and everywhere — the CF community showed up too.
Seamlessly integrated across fundraising, awareness, and advocacy
Activated across merchandise, digital, social, and UGC
Gave CF Canada a cohesive, flexible identity that continues to power campaigns
More Than a Campaign — A Rallying Cry
“W/O CF” isn’t just clever creative. It’s a declaration. It’s what kids with CF dream of, what families fight for, and what researchers work toward. By turning those two letters into a platform, CF Canada gained more than a campaign — they gained a long-term brand identity that continues to grow with them.
