The Kindness Collective unveils new campaign to mark return of ‘The Joy Store’ via Pead and PHD
Pead and PHD are continuing to support The Kindness Collective to help bring Christmas magic to thousands of families across Aotearoa, with a national campaign to promote the return of the Christmas Joy Store.
Now in its fifth year, the Joy Store – New Zealand’s first social toy store that gives the gift of kindness and the dignity of choice to families in need – has expanded into a larger space in Auckland’s Ōtāhuhu to meet a surge in demand for support.
This year, Aotearoa’s first Christmas-focused pop-up social supermarket will run alongside the Joy Store thanks to a generous partnership with Foodstuffs North Island. Not only will participating families choose from a range of new toys and presents for their tamariki, but they will also walk away with a trolley of festive kai and treats for their Christmas celebrations.
The creative campaign by Pead encourages Kiwis to help ‘Santa Visit Every Child’. PHD is leading the media strategy and has secured pro-bono media support from 14 media owners across digital, outdoor, TV, radio and print.
Says Helen Brown, Chief Investment Officer at PHD Aotearoa: “This campaign is all about turning generosity into action. We want to continue helping The Kindness Collective reach more Kiwis than ever before and inspire ongoing support — whether that’s through donating toys, food, or funds. It’s incredibly rewarding to see the continued contribution from our NZ media partners to support The Kindness Collective and PHD to help deliver a real, lasting impact in the community.”
The Joy Store will open from 26 November to 19 December, welcoming around 3,000 referred families to choose new toys for their tamariki and collect festive kai, thanks to a partnership with Foodstuffs North Island. Beyond Auckland, The Kindness Collective will deliver Christmas gifts to 10,000 children across 91 towns and 17 regions nationwide, supported by more than 1,000 volunteers and 289 partner organisations including NZ Police, schools, marae and Mitre 10.
Sarah Page, Founder and CEO of The Kindness Collective, says the support from the media industry and the wider business community has been crucial: “We’re so grateful for Pead and PHD’s passion and expertise in helping us bring the Joy Store to life. Their campaign helps spread awareness and build momentum so that every child has something special to unwrap this Christmas.”
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