KidsCan launches hard-hitting campaign via The Monkeys

KidsCan has launched a new campaign via The Monkeys Aotearoa, highlighting the dire situation for the growing number of Kiwi children living in poverty.  

Like many charities, KidsCan has been hit hard as regular donors grapple with the cost of living crisis in New Zealand. Gathering contributions is becoming more difficult.

The charity has launched a new Winter Appeal campaign that draws attention to the growing number of children across New Zealand who desperately need the vital support KidsCan provides.

Backed by its principal partner, Meridian Energy, KidsCan already supports 889 schools (a third of all schools nationwide) and 205 early childhood centres. But this year, there are a further 10,000 children in 260 schools and early childhood centres who still need to be reached, the largest waitlist in the charity’s 19-year history.
 
Created by The Monkeys Aotearoa, part of Accenture Song, the new campaign pulls on the heartstrings of New Zealanders by bringing this waitlist to life. It shows just how many children are preparing to go throughout winter without essential items like food, jackets and shoes. 

Local numbers

The campaign includes broadcast TV, outdoor, press, digital, radio and social. Localised outdoor, press and radio extensions in main metros around the country (including Auckland, Hamilton, Tauranga, Wellington, Christchurch and Dunedin) detail the number of children on the waitlist in those locations, separate to the 10,000-plus children on the national waitlist.
 
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.”

To make a monthly donation to KidsCan and help New Zealand kids in need, visit: kidscan.org.nz

Campaign 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

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