Pead, PHD, The Kindness Collective help bring Christmas magic to thousands of Kiwi families

Pead, PHD and The Kindness Collective are helping to bring Christmas magic to thousands of families across Aotearoa, with a national campaign to promote the return of the Christmas Joy Store. Now in its fifth year, the Joy Store is a social toy store that gives the gift of kindness and the dignity of choice to families in need. It has expanded into a larger space in Auckland’s Ōtāhuhu to meet a surge in demand for support. This campaign also marks Pead and PHD’s continued support of The Kindness Collective. Help Santa visit every child This year, Aotearoa’s first Christmas-focused pop-up social supermarket will run alongside the Joy Store via a partnership with Foodstuffs North Island. Participating families will get to choose from a range of new toys and presents for their tamariki, as well as walk away with a trolley of festive kai and treats for their Christmas celebrations. The creative campaign by Pead encourages Kiwis to help ‘Santa Visit Every Child’. PHD is leading the media strategy and has secured pro-bono media support from 14 media owners across digital, outdoor, TV, radio and print. PHD Aotearoa chief investment officer Helen Brown says: “This campaign is all about turning generosity into action. We want to continue helping The Kindness Collective reach more Kiwis than ever before and inspire ongoing support — whether that’s through donating toys, food, or funds. “It’s incredibly rewarding to see the continued contribution from our NZ media partners to support The Kindness Collective and PHD to help deliver a real, lasting impact in the community.” Something special The Joy Store will open from November 26 to December 19, welcoming around 3,000 referred families. Beyond Auckland, The Kindness Collective will deliver Christmas gifts to 10,000 children across 91 towns and 17 regions nationwide. The charity is supported by more than 1,000 volunteers and 289 partner organisations including NZ Police, schools, marae and Mitre 10. Sarah Page, Founder and CEO of The Kindness Collective, says the support from the media industry and the wider business community has been crucial. “We’re so grateful for Pead and PHD’s passion and expertise in helping us bring the Joy Store to life. Their campaign helps spread awareness and build momentum so that every child has something special to unwrap this Christmas.”