Fatherless boys in focus

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Auckland agencies justONE and .99 have forged a new campaign for Big Buddy, the mentoring charity for fatherless boys.

Big Buddy is committed to changing this and launched the campaign to draw attention to the plight of boys who don’t have an active father in their lives.

The campaign engages Kiwis into a conversation by posing this thought-provoking question to them, “What’s the most important thing your father taught you?” The sad reality is that 8000 New Zealand boys aged 7-14 will grow up unable to answer this question.

New Zealand celebrities including Grant Fox, Michael Jones, Tammy Davis, Moses Mckay and Matt Watson are just some of the Kiwi men backing the initiative, sharing the most important lessons they’ve learned from their fathers via a series of poignant videos.

With the organisation looking to expand nationwide, Big Buddy hopes to drum up support from Kiwis in the lead up to their biggest ever fundraising efforts later this year, the Big Buddy Big Auction in November. Two homes built by GJ Gardner Homes will be auctioned off to fund two new Big Buddy offices in Papakura and Hamilton.

“Boys need good male role models in their lives to become good men,” says Big Buddy ceo Richard Aston. “We say ‘maleness is caught – not taught’ and having a good man around makes a power of difference to a boy’s life. We see the positive results every day.

“We’re thrilled to have the support of our partners including G.J. Gardner Homes, ITM, justONE and our celebrities, Grant, Michael, Tammy, Moses and Matt who see the importance of the work we do and want to get behind it.”

justONE and .99 developed the TVC, digital comms and revamped the Big Buddy website in the lead up to this campaign.

justONE managing director Ben Goodale said: “Richard and his team do such a fantastic job with their mentoring programmes; the work that they do is truly admirable, and we are proud to be partnering with them.

“We hope that more caring Kiwis will also get involved with the great work Big Buddy do, by either donating to the charity, getting involved in the auctions or volunteering to become a Big Buddy mentor.”

The campaign will utilise video content, social media, eDM and databases from Big Buddy’s partners to drive people to the Big Buddy website, as well as a sequence of TVCs donated by ITM during the popular extreme sports fishing TV series The ITM Fishing Show.

About Big Buddy
Big Buddy is a free, secular, mentoring service run by dedicated professionals who recruit and rigorously screen male volunteers from the community to become mentors to fatherless boys. Big Buddy is a registered charity, governed by the Big Buddy Mentoring Trust, and audited annually. The award-winning programme currently covers the Greater Auckland, Wellington and North Shore/Rodney areas, with expansion plans covering the rest of New Zealand. A branch will open in Hamilton in approximately Aug/Sept 2016.



Managing Director: Ben Goodale
Creative Director: Stu Hinds
Copywriter: Drew Ayers
Account Director: Paula Castle
Account Director: Monique Strawbridge

.99 The Workshop

Producer: Bex Richardson
Photographer: Simeon Patience
DOP: Lee Stapleton
Sound: Miller Yule
Make up: Michelle Noble

.99 Digital

Digital Design: Tommy Eu
Digital Developer: Ricardo Grecco
Digital Producer: Kate Tovey
Head of Digital Production: Kevin Akers

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