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LUMO turns up the heat for The PJ Project with temperature-based campaign
LUMO has recently revealed a countrywide campaign in aid of The PJ Project, a Kindness Collective Foundation initiative, with whom the Digital Out of Home company has a long-standing partnership with.
The initiative aims to distribute cozy winter pyjamas to children across Aotearoa as the colder months approach as more than 210,000 New Zealand kids grapple with poverty.
The PJ Project collects pyjama donations from around the country and distributes them to children in need, with last year’s project providing almost 11,000 pairs of pyjamas to children from Kaitaia to Queenstown.
This year, LUMO will support the PJ Project via its nationwide billboard network, with clever creative that will show the expected temperature for the coming night, highlighting the need for all Kiwi kids to have access to warm winter PJs and therefore, a good night’s sleep. The LUMO team will also volunteer their time to help sort and pack the pyjama donations.
“We have a long-standing relationship with the Kindness Collective charity, and we’re thrilled to be able to support this initiative to keep Kiwi kids warm. Hopefully our billboards can spread the PJ Project’s message and get people donating winter PJ’s for our Kiwi kids,” says Hamish Smith, CMO of LUMO.
Sarah Page, CEO of the Kindness Collective Foundation, adds: “As a Charitable Trust, it’s our mission to spread as much kindness and provide support to as many whānau as we can. We reached out to LUMO to see how they could amplify the kaupapa and help us share our message, and they quickly saw the need, and our vision, and created a campaign to stop people in their tracks and encourage them to support us – and we’re so grateful.”
If you would like to know more about the PJ Project, including how you can help with PJ collecting, visit Kindness.co.nz/pjproject
