PHD Aotearoa helps Kindness Collective’s PJ Project keep kids warm this winter

PHD Aotearoa is helping Kindness Collective promote its annual PJ Project, a nationwide campaign aiming to provide warm pyjamas to children in need across 68 regions, cities, and towns in Aotearoa. In partnership with UnLtd Aotearoa, PHD is helping Kindness Collective secure probono media inventory to ensure this important campaign is seen across Aotearoa.

As temperatures drop, an estimated 156,000 Kiwi kids living in poverty or hardship are set to face a grim and icy winter without the warmth and comfort they deserve. This is why the Kindness Collective’s PJ Project is calling on the kind-hearted public for donations to provide children with winter essentials as we brace the colder months ahead. From 1 May to 31 July, Kiwis can contribute by donating funds, or run collections for new pyjamas at their work, school, club or team, which will be donated by the Kindness Collective to children in need within their local community.

The team at PHD is supporting the campaign for the second year running, advising on media strategy, planning and securing media inventory for the campaign.

Says Helen Brown, Chief Investment Officer at PHD Aotearoa: “We at PHD are incredibly proud to continue our partnership with the Kindness Collective PJ Project campaign. This initiative truly warms the hearts of our team, reflecting our shared commitment to spreading kindness. We are grateful for the generosity of our media partners, who amplify this important message and help us make a positive impact together.”

The media owners supporting the campaign are: MediaWorks, JCDecaux, Go Media, Lumo, oOh!media, Vast Media, NZME, Stuff, VMO and Shout.

Founder and Chief Executive of the Kindness Collective, Sarah Page, says something as simple as warm pyjamas can have a profound effect on the lives of struggling families: “With the cost of living continuing to rise, more families than ever are struggling to afford even the basics – the harsh reality is we’re looking at almost 10,000 more children living in poverty and hardship than this time last year – and no parent should have to choose between keeping their child warm or putting food on the table.

“The PJ Project is a tangible way we can provide for families in need. We are incredibly grateful to PHD and our generous media community for again putting their hands up to help. We truly couldn’t do this campaign every year without their kindness and generosity.”

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