An alarming number of kids in New Zealand are living in poverty and feel excluded from many of the usual structures of social inclusion. In fact, 1 in 8 kiwi kids feel excluded from sport because they don’t have the gear.
In partnership with Cadbury NZ we launched a nationwide community initiative to help disadvantaged Kiwi kids get into sports. With sport being such an important part of New Zealand life, Cadbury’s Donate Your Kit campaign is helping to ignite the generosity of Kiwis to donate their pre-loved gear to help thousands of excluded kids get involved. Cadbury kicked off the cause by donating 10,000 items of sports gear. The campaign then inspired the nation to do the same; with events, online film, OOH, radio and social, and an Olympic sponsorship, all centred around iconic purple donation lockers. The lockers have been distributed up and down the country, in community centres, sports clubs and gyms.
Kiwis can also use a 'virtual locker' on the campaign hub, CadburyDonateYourKit.co.nz, to book a free courier pick up from their home. Donated gear is then distributed by charity partner, KidsCan, to those in need.
Donate Your Kit is live and building national momentum, and happily proving ‘There’s a glass and a half in everyone’.