Media spaces rescued and recycled to raise funds for Kaibosh

VML has joined forces with Kaibosh, Aotearoa’s first food rescue organisation, to launch the ‘Rescued by Kaibosh’ campaign. The aim is to raise funds so Kaibosh can continue to combat food waste, alleviate food poverty, and reduce greenhouse gas emissions.

The ‘Rescued by Kaibosh’ campaign creatively rescues distressed media space to spread its message.

Also embodying the campaign’s core principle that good things shouldn’t go to waste, the visuals were developed using materials rescued from cardboard food boxes donated to Kaibosh and the magazines that lined them. On radio, well-known jingles were rescued from the past and recycled with Kaibosh’s fundraising message.

“At Kaibosh, we believe that rescuing good food is not just about reducing waste — it’s about nourishing our communities and protecting our planet. With VML’s support, we’re amplifying our message and inviting more Kiwis to join us by donating to our mission.,” said Susie Robertson, CE of Kaibosh.

Kaibosh operates in the greater Wellington region, serving communities in Wellington City, the Hutt Valley and Kapiti-Horowhenua. Donations will have a direct local impact, helping Kaibosh support community partners and rescue more good kai for local whānau.

Fleur Head, Managing Director at VML New Zealand, states, “We’re committed to driving positive change in Aotearoa. By supporting Kaibosh, we’re not just talking about sustainability — we’re actively contributing to it. This campaign represents our vision of using creativity and media for meaningful impact.

“This campaign is also a key part of VML’s ongoing commitment to Ad Net Zero, which focuses on reducing the carbon footprint of the advertising industry. By repurposing elements and using unused media space, we’re cutting down on the production of new materials and minimising waste. Not only does this approach align with sustainability goals, but it also allows us to communicate a vital message — supporting Kaibosh’s food rescue efforts — while being environmentally responsible. It’s a practical demonstration of how we can drive positive change while staying true to our values of sustainability.”

The ‘Rescued by Kaibosh’ campaign launches on October 16, World Food Day, with a call for year-round support to sustain Kaibosh’s vital work. New Zealanders are encouraged to donate and spread the word, ensuring that good food — and the opportunity to make a difference — never goes to waste.

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