THE PJ Project launches campaign with temperature-based creative
Continuing its long-standing partnership with the Kindness Collective Foundation, LUMO has announced a nationwide campaign in support of The PJ Project, a key initiative by the foundation.
The PJ Project is on a mission to provide warm winter pyjamas to kids all over Aotearoa as the colder months set in. And with over 210,000 Kiwi kids living in poverty or hardship, and a tough year ahead for New Zealanders, the initiative is needed more than ever.
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.
Says Hamish Smith, CMO of LUMO: “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 Sarah Page, CEO of the Kindness Collective Foundation: “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
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