Wellington City Mission launches daring donation drive via Special Wellington

Imagine asking a national sweetheart to launch a provocative fundraising initiative that involved abseiling a Wellington high-rise? Well, Wellington City Mission did just that as it unveiled the ‘Wellington’s Greatest Deed’ via Special Wellington and OMD, aiming to raise funds to complete its new community facility, Whakamaru.

The campaign kicked off in a spectacular fashion yesterday, with former Director-General of Health, Sir Ashley Bloomfield abseiling down the side of a Wellington high-rise to sign the first names of donors on the gigantic seven-meter long symbolic document, Wellington’s Greatest Deed.

The Greatest Deed commemorates the everyday Kiwi that donate to Whakamaru by cementing their names forever on the larger-than-life ownership deed. Turning a billboard into a live, living document that anyone can sign by donating. The deed will be updated weekly as more people add their names and support, before it takes pride of place within the building itself.

“I feel incredibly grateful to have been part of the City Mission’s activation, Wellington’s Greatest Deed. I may not love heights, but I’m happy to live with a bit of fear for such a great cause,” says Sir Ashley Bloomfield, reflecting on his audacious descent.

“Whakamaru is a significant milestone in The Mission’s history. As demand for our services grow, we need to rethink how we ‘do community.’ Whakamaru will reshape how Wellingtonians support and care for each other. We’re incredibly grateful to have partners like Special Wellington, who demonstrate big, creative thinking can influence action and inspire donations,”  commented Murray Edridge, Wellington City Missioner.

“Kiwi are struggling more than ever to make ends meet with charitable donations falling off the monthly budget. This creates a huge challenge for Wellington City Mission. We know from campaigns like The Silent Night, when there’s a creative idea that is connected to something tangible, we can help drive donations. That’s our ambition for Wellington’s Greatest Deed”  says Mark Forgan, ECD Special.

“Supporting the Wellington City Mission is part of our commitment to Wellington. Bold, and brave ideas like this are what we need to spark curiosity and generosity from our community to support those doing it tough. And another example of how fundraising activity doesn’t need to use the struggles of those needing support as a ‘tool’. We want everyone to feel like they own Whakamaru, and now they can.” say Matt Barnes, Lead Business Partner.

Wellington’s Greatest Deed is more than just a fundraising initiative – it’s an opportunity for the community to unite to make a lasting difference. By donating, New Zealanders are contributing to the creation of Whakamaru, a 24/7 facility offering essential support for those in need. This project eliminates the divide between “us and them,” providing a vibrant space for community connection and care.

Limited spots are available. To donate and secure your place in history, visit: wellingtoncitymission.org.nz/deed.

Client: Wellington City Mission
Creative Agency: Special Wellington
Media: OMD
Billboard space: Lowe & Co
Videography:  Howie
Abseiler: Dynamic Heights Solutions Ltd
Talent: Sir Ashley Bloomfield