Kindness Collective - Christmas Joy Store
For families living in poverty, Christmas isn’t just financially stressful , it’s emotionally devastating. Parents are forced to invent stories about why Santa can’t come this year, shielding their children from the reality of hardship.
With 6,974 children referred to the Joy Store, often living in motels, cars, garages, and safe houses, the magic of Christmas depends not on belief, but on whether we show up
The challenge
Drive nationwide awareness, donations, and participation for The Kindness Collective’s Christmas Joy Store, and rally New Zealanders behind a shared mission to ensure every child experienced the dignity and joy of Christmas.
The Insight
Christmas isn’t just financially stressful for families living in hardship, it’s emotionally devastating. With nearly 7,000 children referred to the Joy Store, many living in motels, garages, cars, and safe houses, the magic of Christmas depended on whether New Zealand would collectively show up
The idea
We united the country behind one simple, emotionally resonant call to action:
“Help Santa Visit Every Child This Christmas.”
By reframing giving as a shared national mission, the campaign invited everyday New Zealanders, brands, media owners, and partners to contribute, not out of guilt, but generosity.
The execution
The campaign launched with an emotionally led TVC, supported by digital, social, OOH, and donated media placements across the country.
To amplify reach and cultural relevance, we created the “Share Your Joy” PR event, where well-known New Zealanders shared what Christmas meant to them. The campaign gained further momentum through earned media coverage including TVNZ Breakfast, One News, national radio, and widespread social sharing.
The impact
The campaign mobilised extraordinary generosity nationwide:
24,963 children received Christmas joy
59,236 toys donated
4,721 families fed
3,608 families supported through the Joy Store
3.9 million social media views in 30 days
2.1 million dollars in donated media value
