Variety, the Children’s Charity, is making a heartfelt appeal to the generosity of Kiwis to help families with food security this Christmas in a new campaign created with agency Multiplied.
For 1 in 6 Kiwi kids living in New Zealand’s poorest communities, food is all they’re wishing for this Christmas.
This reality transforms the most wanted gift of the season from the latest toy or gadget, into a humble slice of pavlova or a simple hot dinner. These kids yearn for the things that most of us take for granted.
Variety’s 2023 Christmas campaign is inspired by actual letters to Santa – real stories from Variety kids across the country. These letters outline the children’s simple wish for a delicious meal to bring some festive spirit to Christmas day.
The campaign features a fifteen second video piece, ‘Joseph’s Letter,’ which captures the innocence of a child writing a letter to Santa filled with hope, while the message carries the weight of their essential need for food. Out of home and digital displays showcase multiple letters to Santa, all genuinely penned by children.
Says Aaron Taylor, creative partner at Multiplied: “The story of Joseph’s letter, which was found by his mother tucked away in his school bag for over two years, reveals how something as simple as a pavlova can be taken for granted at Christmas. Reading these letters from Variety kids, we felt the need to bring them to light, and encourage others to help our kids in need this Christmas.”
Says Marnie Fleming, fundraising and marketing director at Variety: “The cost-of-living crisis gripping New Zealand is making a simple Christmas meal a distant dream for many Kiwi families. At a time when meals should feel special, especially for children, a humble festive dinner has become an unattainable dream for too many families. With the help and generosity of Kiwis, Variety aims to empower and enable our families to grant their child’s simple wish for food, ensuring a magical Christmas for all.”
People can donate at varietychristmas.org.nz to give the gift of food.
Client: Variety NZ
Fundraising and Marketing Director: Marnie Fleming
Individual Giving Manager: Sarah Crisford
Creative Partner: Aaron Taylor
Creative Director: Smeta Chhotu-Patel
Design Director: Reuben Hannaford
Copywriter: Kieran Beck
Strategic Partner: Troy Fuller
Client Services Partner Tom Roydhouse
DOP / Director: Gregoire Aubourg
Lighting: Fraser McKay
Post Production / Audio: Boxcutter