KidsCan: In Our Own Backyard

Creating awareness and making kiwis dig deep

KidsCan: In Our Own Backyard

Challenge

Most New Zealanders have no idea that 1 in 4 Kiwi kids is living in poverty. People sponsor children in far off countries, without realising they may be living next door to a child who’s going hungry. 

Kiwi Charity KidsCan needed a powerful TVC that would raise awareness of child poverty in New Zealand and raise funds to support kids in need. 

This had to be achieved on a shoestring budget.

Tags: Kidscan

Idea

We created a TVC that shone a light on poverty by taking it out of Otara and into Remuera. We followed an ordinary family getting ready for the day, while not noticing one of the children in their home. 

The end of the commercial reveals that the child represents the 270,000 children living in poverty that most Kiwis never see. 

The ad was unsettling and impossible to ignore, bringing visibility to an issue that desperately needed it. We supported the TVC with strategic PR and media partnerships.

 

Impact

KidsCan had the most successful year in sign-ups and brand awareness in their 8-year history.

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