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Over $1.5m in media donated to KidsCan for cyclone relief
Amid the aftermath of Cyclone Gabrielle and the devastating consequences it brought, KidsCan partnered with OMD New Zealand to rally support for flood victims and secured more than $1.5m in donated media.
KidsCan supports children in hardship in schools and early child centres nationwide and launched an appeal to provide extra food and clothing for students and their families hard hit by flooding.
With a $100,000 media budget provided by KidsCan’s Principal Partner Meridian Energy, OMD presented ten key partners with a $10,000 budget each, giving them the option to either take the cash or donate it back.
Between the ten media partners, the cause secured over $1,376,000 worth of donated media across TV, radio, press, digital and out of home. But even more impressively, nine of the ten partners chose to give back the $10,000 and run the media entirely free of charge. For context, with $90,000 KidsCan can purchase 1800 warm jackets, or 3600 pairs of shoes and socks, or provide 45,000 healthy breakfasts or hot lunches to fuel children through the day.
OMD New Zealand’s Chief Investment Officer, Hamish Roderick, says he is overwhelmed with the generosity.
“We are very thankful for the media donated and the genuine support of our partners, but most of all we have been impressed with the $90,000 we’ve been able to give back to KidsCan. That cash will go a long way in the disaster relief and incredible work KidsCan is doing around the country to those in need, and it simply would not have been possible without the selflessness of our partners.”
KidsCan CEO and Founder, Julie Chapman, says the funding is making a huge difference.
“We’re so grateful for the support from OMD and their wonderful media partners for getting the message out about this vital appeal – and most of it for free! It has raised an incredible $1.5 million, allowing us to get extra food and clothing to children and their families who are really struggling to recover. They’re overwhelmed by the support, so thank you so much for the difference you have made.”
Media partners include: TVNZ, Discovery, NZME, MediaWorks, Stuff, Sky JCDecaux, LUMO, Meta, and Google. Go Media, Jolt Media and oOh! Media also came on board and added an additional $214,800 ratecard in media value, bringing our overall total to $1,590,000.
