Kindness Collective
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Supporting children, families and communities to thrive.
Founded in 2013, the Kindness Collective began as a behind-the-scenes community group with friends and family on a mission to make Aotearoa a kinder place for all.
Every Kiwi deserves to thrive, but should at the very least have the basics; food, clothing, shelter and safety.
Demonstrating Pead’s talent for delivering creative execution with a strategic lens.
The brief
For over 160,000 children living in poverty in Aotearoa, the heartbreaking reality is that Santa may not make it to their homes. These children will wake up on Christmas morning without presents or even food.
Christmas 2024 saw the return of the Kindness Collective's Christmas Joy Store, New Zealand's first social toy store. Which serves to provide referred parents and caregivers with the opportunity to choose gifts and treats for their children, shopping for free and offering families in need the dignity of choice.
Our job was to appeal to the nation, urging everyone to help Santa visit every child this Christmas by donating to the Christmas Joy Store. Through a heartfelt TVC, OOH, and digital campaign that tugged at the heartstrings, Kiwis opened their hearts and wallets.
This campaign was created on a shoestring budget, made possible by the incredible generosity of our production partners who gifted their time and talent.
As a result, 20,109 children from Kaitaia to Invercargill woke up with excitement on Christmas morning, receiving a total of 52,418 toys from their parents and caregivers.
The result
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Level 2
Imperial House
44 Queen Street
Auckland, 1010