New Zealand – KidsCan, a charity committed to providing essential support for children affected by poverty in New Zealand, has partnered with The Monkeys Aotearoa, part of Accenture Song, for its latest campaign. This new initiative highlights the increasing number of Kiwi children in urgent need of winter essentials, emphasising the critical role KidsCan plays in their well-being.
Like many charities, KidsCan has been hit hard as regular donors struggle with New Zealand’s cost-of-living crisis. Supported by its principal partner, Meridian Energy, KidsCan currently aids 889 schools and 205 early childhood centres—a third of all schools nationwide. However, this year, the charity faces its largest waitlist in 19 years, with 10,000 more children in 260 schools and centres still in need.
Created by The Monkeys Aotearoa, KidsCan’s new campaign aims to tug at the hearts of New Zealanders by bringing the waitlist to life, vividly illustrating how many children are facing winter without essential items like food, jackets, and shoes.
The campaign spans broadcast TV, outdoor advertising, press, digital, radio, and social media. Additionally, localised extensions in major cities—Auckland, Hamilton, Tauranga, Wellington, Christchurch, and Dunedin—highlight the number of children on the waitlist in those areas, in addition to the 10,000-plus children on the national list.
Julie Chapman, founder and CEO of KidsCan, said, “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, nor can we keep them waiting for support at such a critical time in their development.”
Damon Stapleton, chief creative officer at The Monkeys Aotearoa, added, “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.”
KidsCan is reaching out for support to provide warmth to New Zealand children this winter. To make a donation, please visit the charity’s official website.
