Wellington City Mission: The Silent Night

The Wellington City Mission, a charity in New Zealand, generated reach and donations by running a fundraising event that no one went to.

Campaign details

Brand: Wellington City Mission Brand owner: Wellington City Mission Entrant company: SpecialIdea creation: Special Auckland Market: New Zealand Sector: Charities & voluntary organisations Media channels: Television & Connected TV, Outdoor, Out-of-home, Public relations Budget: Up to 500k

Executive summary

Christmas 2022 wasn’t looking merry.

The cost-of-living crisis forced a 400% increase in demand from the Wellington City Mission (a charity providing social support).

The Mission’s major donors (small, wealthy group), couldn’t cover the increase — we needed more people donating.


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