Spend My Super is a registered New Zealand charity which presents a new way to help children in poverty.
Its kaupapa is to unite Kiwis over 65 to help solve child poverty by providing a platform for those with surplus superannuation to share with trusted charities, each chosen for their real impact. And as Founder, Liz Greive, covers all operating costs 100% of the donations go directly to the charity (or charities) of the donor’s choice.
In February 2020, the charity teamed up with top ad agency, Contagion, to drive brand awareness through an integrated marketing campaign. To support the launch of the campaign and to create PR and talkability, Moloney Moloney was engaged to develop a social media and brand activation strategy.
The activation concept focused on a photo installation comprising of 160 images of babies, symbolic of the daily births in New Zealand. A quarter of the images, representative of the number of children that live in poverty in New Zealand, featured messages highlighting the likely outcomes for these children. The objective was to generate publicity and act as an engagement piece with passers-by.
The activation achieved its goal, stopping many commuters in their tracks and earned several media placements, including a Breakfast TV interview on-site with Liz as well as a number of online articles.