Pead, PHD, Good Viking, and UnLtd Launch Campaign for Kindness Collective’s Christmas Joy Store

Pead, Good Viking and PHD have helped launch a new campaign to promote Kindness Collective’s Christmas Joy Store, New Zealand’s first social toy store, as it re-opens its doors this November. The Christmas Joy Store has been running for four years, giving the gift of kindness and the dignity of choice to families in need.

Child poverty statistics in New Zealand show increasingly more children living in hardship, and the growing waitlist for the Joy Store and food banks reflects the harsh reality of the tough economic conditions that families have been facing this year. Kindness Collective Founder and CEO Sarah Page said:

“Our goal is to provide gifts for at least 20,000 children to unwrap on Christmas, each one chosen with love by their parents or caregivers, as well as providing food for every family. Every child deserves a magical Christmas, and every parent or caregiver deserves to be able to provide that for their tamariki. The Joy Store is returning for its fourth year to do just that.”

The emotional campaign created by Pead features a family living in a garage, highlighting the reality of the tough conditions many families the Kindness Collective support will face this Christmas.

Genevieve Chunn, head of creative at Pead, said, "Making our lovely client cry is not my usual style, but as I finished reading the script to Sarah Page, with tears welling in her eyes, we knew this sad but very real story was one we needed to tell. We’re deeply grateful to the wonderful production team who donated their time and expertise to bring this story to life. We hope it inspires the nation to reach for both their tissues and their wallets, so Santa can visit every child this Christmas."

The TVC was produced by Good Viking, with producer Sarah Finnie, who added, “The Kindness Collective work tirelessly to ensure that children in Aotearoa receive some much-needed Christmas joy. Good Viking were thrilled to be asked by PEAD to direct and produce this spot with our dedicated friends and colleagues to motivate others to give a little at this time of year.”

The campaign launched on 4 November with PHD providing media strategy and securing wide-spread support from many media owners.

Helen Brown, head of media and investment, said, “PHD is delighted to continue its collaboration with the Kindness Collective in support of its annual Christmas Joy Store campaign. Our team is privileged to provide support to the Kindness Collective, working hand in hand with the great individuals behind this worthy community led organisation as well as the amazingly supportive NZ media network, to bring visibility to this wonderful campaign.”

To find out more about The Christmas Joy Store and how you can support, visit: https://www.kindness.org.nz/joystore.