KidsCan’s winter appeal shines a light on urgent need for Kiwi kids

AUCKLAND, Today: KidsCan is feeling the pinch as the cost-of-living crisis in New Zealand affects regular donors. To address the growing need, they’ve launched a new Winter Appeal campaign highlighting the increasing number of children needing their help.

With the support of their principal partner, Meridian Energy, KidsCan already helps 889 schools (one-third of New Zealand’s schools) and 205 early childhood centres. But this year, an additional 10,000 children in 260 schools and early childhood centres are waiting for assistance—the largest waitlist in the charity’s 19-year history.

The Monkeys Aotearoa, part of Accenture Song, created the campaign to emotionally engage New Zealanders. It brings this extensive waitlist to life, showing how many children will face winter without basic necessities like food, jackets, and shoes.

“Helping everyone starts with helping someone, and in our latest work for KidsCan, we juxtaposed children’s song This Little Light of Mine up against the stark visuals of children in need to garner attention and leave viewers lingering on a hopeful message.” – Damon Stapleton

The campaign spans TV, outdoor, press, digital, radio, and social media. In major cities like Auckland, Hamilton, Wellington, and Christchurch, localised content highlights the number of children on the local waitlists, separate from the national waitlist of over 10,000 children.

KidsCan Founder & CEO Julie Chapman says: “When kids are going cold and hungry, they can’t learn and are at risk of falling behind, so the repercussions are huge. We can’t forget about them and nor can we keep them waiting for support at such a critical time in their development.”

The Monkeys Aotearoa Chief Creative Officer Damon Stapleton adds: “Helping everyone starts with helping someone, and in our latest work for KidsCan, we juxtaposed children’s song This Little Light of Mine up against the stark visuals of children in need to garner attention and leave viewers lingering on a hopeful message.

“We hope the campaign cuts through to touch all New Zealanders, urging them to support and get behind the work of this much-needed charity.”

• Monthly donation to KidsCan can be made here: kidscan.org.nz

CREDITS

Client: KidsCan
CEO and Founder: Julie Chapman
General Manager of Fundraising and Marketing: Lisa Andrews
Marketing and Communications Manager: Leigh Jeffs
Marketing Executive: Sasha Va’a

Principal Partner: Meridian Energy
Head of Marketing: Tom Probert
Meridian Marketing Lead: Rhys Musson
Marketing Manager – Brand and Media: Jordan Fahey
Branded Partnership Manager: Jules McMillan

Creative Agency: The Monkeys Aotearoa, part of Accenture Song
Chief Business Officer: Storm Day
Chief Creative Officer: Damon Stapleton
Creative Director: Christie Cooper
Creative Director: James Conner
Associate Creative Director: Liz Richards
Associate Creative Director: Nick Dellabarca
Head of Integrated Production: Rosie Grayson
Integrated Producer: Callum Crabb
Design Lead: Lucinda Fortescue-Hansen
Midweight Designer: Vivian Heng
Strategy Director: Craig McLeod
Business Director: Michael Doolan

Media Agency: OMD
Head of Planning: Chrissy Payne
Account Manager: Andy Vernon

Production: Assembly
Partner / Creative Director: Matt von Trott
Director: Joshua Fourt-Wells
Motion Designer: Frankie Principe
Executive Producer: Jane Oak

Music & Sound: Liquid Studios
Music Composer: Peter van der Fluit
Music & Sound Producer: Tamara O’Neill
Sound Design & Mix: Craig Matuschka & Andy Morton