15% of Kiwi kids live in food insecurity and just $15 can change lives. KidsCan has launched its winter appeal ‘15 for 15’ campaign, via DDB Aotearoa, which aims to raise $500,000 to help ease hardship for children bearing the brunt of the current cost of living crisis.
More than 144,000 Kiwi kids don’t always know where their next meal is coming from. So with the help of KidsCan’s Principal Partner, Meridian Energy, DDB Aotearoa and KidsCan have created a confronting campaign that speaks to the hard-hitting facts of the current cost of living crisis and what it means for the children who regularly go hungry.
DDB creative director Courtney Dow says the campaign aims to convey how the rising costs of living are making the lives of children in poverty, even harder: “We are all feeling the pinch from the rising costs in food prices but it’s even worse for the 15% of our tamariki who are already living through poverty. This campaign was created to tug at the heart strings of Kiwis, confronting them with what are quite frankly some shocking statistics and to encourage them to donate $15 to the 15 percent which will help to change kids’ lives for the better.”
KidsCan CEO Julie Chapman says child poverty is one of the biggest issues New Zealand is currently facing and with food prices at the highest they’ve been in a decade, hardship statistics are expected to get even worse: “More targeted help is needed to help families dig their way out of poverty. We are already feeding over 44,000 children in schools and early childhood centres – but so many more are waiting for our help. Kids deserve to have a fair start to life and $15 could mean the difference between a nutritious start to the school day or not going to school at all.
“Through this campaign we are reaching out to all New Zealand to lend a hand during a crisis that shows no signs of easing. KidsCan needs the team of five million to help raise the $500,000 needed to make a difference and give Kiwi kids essential items they need for a better future.”
This campaign launches on 20 June across print, TV, digital/ web, eDM, social media, outdoor and radio.
To donate, head to www.15for15.org.nz.
CEO and Founder: Julie Chapman
General Manager of Fundraising and Marketing: Lisa Andrews
Marketing and Communications Manager: Leigh Jeffs
Marketing Executive: Chelsea Sorensen
Chief Marketing Officer: Michael Healy
Meridian Marketing Lead: Rhys Musson
Branded Partnership Manager: Jules McMillan
Creative Agency: DDB Aotearoa
Chief Creative Officer: Gary Steele
Creative Director: Courtney Dow
Art Director: Emerson Hunt
Copywriter: Danny Brown
Senior Business Director: Zofia Wereszczynska
Business Coordinator: Phebe Murison
Senior Planner: Thinza Mon
Junior Planner: Natassja Cox
TV Producer: Tabitha Parke-Gailey
Studio Manager: Julz Lane
Stills Photographer: Troy Goodall
Sound Engineer: Milon Williams
Production Company: Kaleidoscope
Director: Matt Wilson
Executive Producer: Paul Stephenson
DOP: Cam Neate