AUCKLAND, Today: PHD and a line-up of media owners have backed Kindness Collective’s record-breaking PJ Project, helping keep 28,173 children in need warm with new winter pyjamas.
The annual initiative supports children living with poverty or food insecurity who often miss out on basics like food, shelter and warm clothing. Funds raised provide a brand-new pair of pyjamas to kids in need.
This year the media industry rallied, with PHD leading the charge. Over $1.7M worth of pro-bono media inventory was donated, ensuring the campaign reached communities across Aotearoa.
The result? The biggest PJ Project yet. A total of 28,173 pairs of pyjamas were delivered across 81 cities and towns, 16 regions, and 217 schools, services and organisations this winter.
“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.” – Sarah Page
Sarah Page, Founder & CEO of the 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.”
Supporting media owners included Discovery, Go Media, JCDecaux, Lumo, MediaWorks, NZME, oOh!media, Shout, Sky, Stuff, TVNZ, VAST Billboards and VMO.
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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