AUCKLAND, Today: PHD teamed up with media mates across Aotearoa to help Kindness Collective smash records with The PJ Project, warming up 28,173 kids this winter.
The annual initiative looks out for tamariki living in poverty or facing food insecurity, giving them something many take for granted—warm, cosy pyjamas to get through the cold months.
With over $1.7 million in donated media space, the campaign blanketed the country, spreading awareness and kindness far and wide. That support meant pyjamas reached 217 schools, services and organisations across 81 towns and 16 regions.
“We’re incredibly proud to support The PJ Project. Using our media skills and connections to help bring warmth, comfort, and dignity to children in need is something that matters deeply to us.” – Helen Brown, Chief Investment Officer at PHD Aotearoa
Sarah Page, Founder & CEO of Kindness Collective said, “It may seem like a small thing, a new pair of pyjamas – but for many children, it means so much more. For some, it’s the very first piece of brand-new clothing they’ve ever owned.
It can mean better sleep, fewer winter illnesses, and a sense of comfort during the coldest months. For parents and caregivers, it’s one less worry during tough times. With too many children living in hardship in our country, we’re grateful to be able to help in this way.”
Backing the cause were Discovery, Go Media, JCDecaux, Lumo, MediaWorks, NZME, oOh!media, Shout, Sky, Stuff, TVNZ, VAST Billboards and VMO, all stepping up with major pro-bono support.
Helen Brown, Chief Investment Officer at PHD Aotearoa said, “We’re incredibly proud to support The PJ Project. Using our media skills and connections to help bring warmth, comfort, and dignity to children in need is something that matters deeply to us. Seeing the industry come together to back this campaign has been truly inspiring.”
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