KidsCan needs help keeping kids warm this winter in new campaign via The Monkeys

Like many charities, KidsCan has been hit hard as regular donors grapple with the cost-of-living crisis in New Zealand. The charity has launched a new Winter Appeal campaign via The Monkeys Aotearoa, part of Accenture Song, that draws attention to the growing number of children across New Zealand who desperately need the vital support KidsCan provides.

Backed by its principal partner, Meridian Energy, KidsCan already supports 889 schools (a third of all schools nationwide) and 205 early childhood centres. But this year, there are a further 10,000 children in 260 schools and early childhood centres who still need to be reached, the largest waitlist in the charity’s 19-year-history.

The new campaign pulls on the heartstrings of New Zealanders by bringing this waitlist to life, to show just how many children are preparing to go throughout winter without essential items like food, jackets and shoes.

The campaign includes broadcast TV, outdoor, press, digital, radio and social. Localised outdoor, press and radio extensions in main metros around the country (including Auckland, Hamilton, Tauranga, Wellington, Christchurch and Dunedin) detail the number of children on the waitlist in those locations, separate to the 10,000-plus children on the national waitlist.

Says Julie Chapman, founder and CEO, KidsCan: “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 and nor can we keep them waiting for support at such a critical time in their development.”

Says Damon Stapleton, chief creative officer, The Monkeys Aotearoa: “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.”

To make a monthly donation to KidsCan and help New Zealand kids in need, visit: kidscan.org.nz

Client: KidsCan
CEO and Founder: Julie Chapman
General Manager of Fundraising and Marketing: Lisa Andrews
Marketing and Communications Manager: Leigh Jeffs
Marketing Executive: Sasha Va’a
 
Principal Partner: Meridian Energy
Head of Marketing: Tom Probert
Meridian Marketing Lead: Rhys Musson
Marketing Manager – Brand and Media: Jordan Fahey
Branded Partnership Manager: Jules McMillan
 
Creative Agency: The Monkeys Aotearoa, part of Accenture Song
Chief Business Officer: Storm Day
Chief Creative Officer: Damon Stapleton
Creative Director: Christie Cooper
Creative Director: James Conner
Associate Creative Director: Liz Richards
Associate Creative Director: Nick Dellabarca
Head of Integrated Production: Rosie Grayson
Integrated Producer: Callum Crabb
Design Lead: Lucinda Fortescue-Hansen
Midweight Designer: Vivian Heng
Strategy Director: Craig McLeod
Business Director: Michael Doolan
 
Media Agency: OMD
Head of Planning: Chrissy Payne
Account Manager: Andy Vernon
 
Production: Assembly
Partner / Creative Director: Matt von Trott
Director: Joshua Fourt-Wells
Motion Designer: Frankie Principe
Executive Producer: Jane Oak
 
Music & Sound: Liquid Studios
Music Composer: Peter van der Fluit
Music & Sound Producer: Tamara O’Neill
Sound Design & Mix: Craig Matuschka & Andy Morton