Kindness Collective initiatives

Business problem:

Spreading kindness to Kiwi families is at the heart of what Kindness Collective does.

Since 2014, the charity has worked tirelessly to connect children and families in Aotearoa with the things they need: from everyday essentials to moments of joy.

Last year, Pead formed a pro bono partnership with the Kindness Collective to support the great work they do. 

Our solution:

Pead works closely with the Kindness Collective to promote the extraordinary initiatives the charity organises each year. 

In 2022 this included support on The PJ Project, a fundraising initiative helping provide warm winter pyjamas to Kiwi children in need. Because of Kindness Collective CEO Sarah Page and her wonderful team, more than 10,000 children slept in new cosy PJs. Media coverage was highlighted by a wonderful Sunday Star Times feature that spurred hundreds of New Zealanders to support the charity. 

This was followed by the Wear Kindness project, a collaboration where wāhine Māori artists created shirts to help Kiwis wear kindness on the outside, with all proceeds going to the Kindness Collective.

We closed 2022 with the largest Kindness Collective project: The Christmas Joy Store, New Zealand’s first social toy store where referred parents and caregivers in need can choose Christmas gifts they know their children will love, all free of charge. 

Along with consultation and media support that resulted in blanket coverage from almost all of New Zealand’s main outlets, the Pead team also got to work in the Joy Store and experience the magic first hand. 

We are privileged to work with Sarah Page and the Kindness Collective. We are incredibly proud of the impact the charity has on Aotearoa New Zealand and we look forward to spreading kindness in 2023. 


We played a small part in building a culture of kindness in Aotearoa, supporting campaigns which drive awareness and donations for the Kindness Collective.

  • More than 10,540 pairs of warm pyjamas were donated to children in need.
  • The Wear Kindness t-shirts were sold out, bringing a whole new audience and level of support to Kindness Collective.
  • We helped 10,735 kids in need get the Christmas they deserve.

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