KidsCan launches new ‘$19 for Covid-19’ appeal campaign to feed families in need via DDB + OMD


KidsCan with the support of DDB New Zealand and OMD have launched an urgent appeal to fund food packages for those Kiwi families hit hardest by the lockdown measures in place to fight COVID-19.


The appeal campaign ‘$19 for Covid-19’ encourages all Kiwis to donate $19 to help reach a target of $500,000 within two weeks. Funds raised will allow KidsCan to supply and deliver an extra 3,000 emergency food packages for families going hungry in remote areas of Aotearoa.

Says Julie Chapman, CEO, KidsCan: “Covid-19 has affected all of our lives but for those living in poverty, jobs have been lost and food is running out, children are not getting the nutrients they need to make it through this challenging time. We have launched $19 for 19 to make sure no one gets left behind. Each food package will support a family of 5 for a fortnight.”

KidsCan usually supplies food to 787 schools and 55 early childhood centres across New Zealand, but with those facilities closed due to Covid-19 the charity is using alternative measure to get food to those who need it most.

$19 for Covid-19 comes hard on the heels of KidsCans’ recent campaign using renowned Kiwi chefs to demonstrate the somber meals families living in hardship survive on.

DDB New Zealand CEO, Justin Mowday says 19-for-19 was created in 5-days because of overwhelming need: “We needed to bring unity around the number 19. Thanks to the support from partners such as OMD and Liquid Studios we were able to launch $19-for Covid-19 in less than a week. We know that Kiwis will always support one-another during challenging times, it’s part of our DNA. To know that there are families out there battling Covid-19 uncertainty, hungry, is heartbreaking. It’s time to let our kindness prevail, look out for your mate by donating $19 to KidsCan.”

The campaign has already received a kick-start donation of $19,000 from The Cookie Time Charitable Trust and has raised nearly $300,000 in its first 2 days. To donate please visit

The 30’ spot has been shared nationwide featuring on TV, video, print, digital and social, thanks to the support of NZME, SKY, TVNZ, MediaWorks and Stuff.

CEO & Founder – Julie Chapman
GM Marketing & Commercial Projects – Rachel Morrison
Brand Manager – Leigh Jeffs
External Manager Specialist – Sarah Stewart

Creative Agency: DDB
Media Agency: OMD
PR: Mango
Production Company: DDB
Music Composition: Peter Van Der Flut at Liquid Studios
VO Agency – Mint Voices Ltd (VO Reb Fountain)

KidsCan launches new ‘$19 for Covid-19’ appeal campaign to feed families in need via DDB + OMD