Babies and Boomers: Contagion targets retirees for charity initiatives

Contagion has announced the launch of Spend my Super, a campaign targeted at Superannuants to increase charity donations.

The campaign is a jarring look a how many babies will end up in poverty (1 in 4) in our current economic climate.

It features rows of babies moving down a production line, with one in four being ‘rejected’ by a robot and shunted off-screen as if they are faulty products.

The aim is to get boomers, who enjoyed a stable, healthy economy to extend their pension to those in need through the organisation which looks after several different charities.

The charity was founded by self-proclaimed Boomer Liz Greive, who was compelled to start the organisation after receiving notice of her eligibility for her pension.

“Like most, I worked hard, but was fortunate in being well rewarded. When the letter showed up, I felt that it would make no difference to my life”, she says, “but I knew that for a child out there it could make all the difference.”

“My generation really did live through a remarkably successful economic period and many of us are now comfortable and able to enjoy our retirement. Happily, all New Zealanders are offered pensions, but given my circumstances, at a time where 1 in 4 children are being born into poverty, I personally wanted to use mine to alleviate the distress of a family living in financial poverty.”

Spend my Super brought the campaign to life at Takutai Square in a visually arresting PR stunt where 160 “babies” symbolic of the daily births in New Zealand, grabbed the attention of passersby, who stopped to read stark messages written on 40 of them – the latter representing the percentage of these children who will be born into poverty. 

The campaign is translated into Mandarin, Hindi and Te Reo to reflect our diverse retiree climate. Contagion creative director Bridget Taylor says the hard-hitting imagery was a risk, but one that will hopefully pay off.

“This sort of investment and production level is usually associated with big brand launches like cars and given we are only targeting New Zealanders who are over 65, that means we can get this message to most of them at least once and have a good chance of making a big difference to the underlying problem of childhood poverty’” she added.

Spend my Super targets only those that can afford to give some, or all, of their pension to struggling Kiwis.

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