UnLtd, the industry’s social purpose organisation, has brought Dave Clark and PHD together to help Kindness Collective launch its reimagined Christmas Joy Store campaign to help drive donations and bring joy to 20,000 children.
Kindness Collective founder and CEO Sarah Page says this year there is a bigger need than ever to bring kindness and joy to people in NZ communities: “After the devastating impact of this year’s weather events, and a harrowing cost of living crisis, many families are struggling more than ever before. For thousands of children across Aotearoa, waking up on Christmas without presents or even food is a harsh reality. Every child deserves a magical Christmas, and every parent or caregiver deserves to be able to provide that for their tamariki. That’s why we’re bringing back the Joy Store again, with the goal of giving 20,000 children something special to unwrap.”
The Christmas Joy Store campaign, created by Dave Clark, builds on the previous year’s campaign – drawing on the insight that many parents or caregivers in poverty, have to tell their children excuses why Santa won’t visit them. A beautifully crafted illustrative approach was used to tell the story within the newly refreshed Kindness Collective brand. The campaign rollout covers a full spectrum of media channels – including TVC, social, digital, OOH and radio.
Says Katie Tat, general manager Dave Clark: “The team are so humbled to help Kindness Collective with their new brand and bring to life the Christmas Joy store campaign. It’s been a great journey with our team pouring their heart into the work. We’re hoping our contributions to Kindness Collective can help more children and families experience a bit of magic at the Christmas Joy Store.”
PHD created the media strategy for the campaign and secured over one million dollars worth of pro-bono media inventory to ensure the campaign is seen far and wide. The media owners supporting the campaign include: TVNZ, Warner Bros. Discovery, Sky, Stuff, NZME, Mediaworks, JOLT, Shout, VMO, JCDecaux, oOh! Media and Lumo.
Says Helen Brown, head of media and investment at PHD: “Supporting The Kindness Collective’s Joy Store initiative through a targeted awareness driven media campaign has been an absolute honour for PHD Aotearoa. Our team have fully embraced this purpose-led opportunity and knowing that we are helping The Kindness Collective to make this December feel more festive for more families is a gift in its own right.”
Says Brendan Muller, GM of NZ: “This campaign is a great example of what our industry can achieve when we use our skills for good. The beautiful brand refresh and campaign creative by Dave Clark and the media smarts of PHD will help raise awareness and much-needed funds for the Joy Store, helping Santa visit every child this Christmas.”
The Christmas Joy Store will be open from 1 December to 23 December, with thousands of parents and caregivers visiting to choose from a selection of new donated toys, giving them the dignity of choice and ensuring their tamariki have something special to unwrap this Christmas.
Adds Page: “We’re grateful to the incredible teams from UnLtd, Dave Clark, PHD and all the media owners who have gotten behind the Christmas Joy Store to lend their time, media and talents to help us spread the word and drive donations. The support is instrumental to us so we can bring Christmas to as many whānau in need as possible.”
To donate please visit https://www.kindness.org.nz/joystore.