With CEO Carolyn Kerr on the board, Middlemore Foundation enlisted Anthem to support the second year of its Kidz First Christmas campaign, to put kids first.

The campaign, in partnership with community advocate Dave Letele and his BBM Foundation, was to drive donations to support children being looked after by Middlemore Hospital’s Kidz First children’s hospital. An estimated 600 families were affected by having sick or disabled children needing support over Christmas, and Middlemore Foundation looked to raise $80,000 to cover a party for families and gifts for children, with BBM providing a food pack as well.

Anthem recognised the competitive environment of Christmas fundraising and worked with Middlemore and Dave Letele to raise awareness via a staged media campaign. Targeting local media, who knew Middlemore Hospital and Kidz First well, was key in reaching the right audience.

Harnessing Dave and Middlemore Foundation CEO Margi Mellsop passion for supporting young people in the community, Anthem secured top tier media coverage, highlighting the campaign and stories of families in need across South Auckland.

The goal of the campaign was to raise awareness and drive donations to the Middlemore Foundation, ultimately providing local children and their families with Christmas food and toys while they were in hospital or unwell over the holidays.