PHD helps Kindness Collective deliver the biggest ever The PJ Project to keep kids warm

PHD and many media owners have helped Kindness Collective deliver a record-breaking The PJ Project, to keep 28,173 children in need warm this winter.

The annual PJ Project supports the thousands of children living in poverty or food insecurity, who go without the basics, including food, shelter and warmth. The campaign raises funds to deliver a pair of new, warm, winter pyjamas to children in need.

This year, PHD and the media industry rallied behind the cause, donating over $1.7M worth of pro-bono media inventory, ensuring the campaign reached people right across Aotearoa.

Thanks to the publicity and other supporting partners, this year’s campaign was the biggest one yet, with 28,173 pairs of winter pyjamas delivered to children across 81 cities and towns, 16 regions, and 217 schools, services, and organisations this winter.

Says Sarah Page, Founder & CEO of the Kindness Collective: “It may seem like a small thing, a new pair of pyjamas – but for many children, it means so much more. For some, it’s the very first piece of brand-new clothing they’ve ever owned. It can mean better sleep, fewer winter illnesses, and a sense of comfort during the coldest months. For parents and caregivers, it’s one less worry during tough times. With too many children living in hardship in our country, we’re grateful to be able to help in this way.”

The media owners supporting the campaign were: Discovery, Go Media, JCDecaux, Lumo, MediaWorks, NZME, oOh!media, Shout, Sky, Stuff, TVNZ, VAST Billboards and VMO.

Says Helen Brown, Chief Investment Officer at PHD Aotearoa: “We’re incredibly proud to support The PJ Project. Using our media skills and connections to help bring warmth, comfort, and dignity to children in need is something that matters deeply to us. Seeing the industry come together to back this campaign has been truly inspiring.”