The power of Whittaker's and Kiwibank's charity stunts to do good

Monday, 25 February 2019

OPINION: Raising money for a charitable cause is one of the toughest gigs I've ever had.

Last week I watched with envy and fascination as two very different companies vied for our compassionate sweet-spot for very different causes.

Kiwibank supercharged our awareness of mental health issues while some old-fashioned Whittaker's chocolate worked its magic for child welfare – both achieving a large dose of brand building and I'm sure a lot more brand loyalty.

For me, with my regional charity of choice – the Kapiti Performing Arts Centre – I am deeply envious of charities that are smart and innovative enough to cut through the donation fatigue to get us to engage with their causes.

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Whittaker's has come under fire for its blue and pink creation.

* Banning New Zealand's hidden climate killer - synthetic nitrogen fertiliser

* Replacing cows with vegetables wouldn't be better for our waterways at all**

It feels like everyone is asking you for donations, on the phone at night on the street and in the mail. But like many, I had no hesitation adopted the Kiwibank 'I am hope' Facebook banner when it popped up on my personal account.

Kiwibank partnered with 2019 New Zealander of the year, Mike King, to support I Am Hope's Gumboot Friday, which raises money to give kids free counselling.

Kiwibank supported Mike King's charitable work by asking customers to change their Facebook profile.

I didn't know at the time that by changing my profile I would be helping to push Kiwibank to invest up to $100,000 in the cause. But anything that helps try and address our growing mental health issues has my vote.

Late last year, I attended a funeral for a teenage boy who had taken his own life.

It was an excruciating hour and a half witnessing mothers, fathers and teenagers tortured in their anguish at the indescribable loss and the fear that maybe they missed something that could have stopped this from happening. The grief was raw.

Cas Carter says the blue and pink controversy resulted in two winners, Plunket and Whittaker's.

These days, it seems many people around me have been touched by suicide and mental ill-health issues either through friends, colleagues, children or parents. It feels like an epidemic.

So, Kiwibank reached into our hearts by focusing on an issue we not only care a hell of a lot about but are also grappling with what we can do about it.

Meanwhile, Whittaker's hit a literal sweet spot with its new fund-raising bars of 'gender reveal' Coconut Ice Surprise – where buyers don't know if they are getting a blue or pink block until they open it.

Whittaker's will donate 20 cents a bar towards Plunket's Raise a Bundle campaign, helping look after kiwi kids in the first 1000 days of their life.

The colour of the bars caused a bit, well a lot, of a backlash. Blue for a boy and pink for a girl is a bit old fashioned in this gender non-binary world.

But the controversy simply resulted in more coverage and more people knowing about the new fund-raising chocolate. Who wins? Both Plunket and Whittaker's.

So, while last week proved we can all be motivated to support charities and do the right thing, my heart goes out to the thousands of charities that can't attract big corporate backing like our regional one.

I'm pretty sure Whittaker's can make at least one more charity happy if they get back into the lab and start working out a rainbow coloured chocolate bar for Wellington's Pride week in March, then I'm sure all this pink and blue nonsense will be forgiven.

Or maybe they'd like to raise the profile of my charity – the Kapiti Performing Arts Centre – and design a throat enhancing chocolate that helps us all sing as well as Pink or Elton.

All for a good cause, of course.

**Where to get help

-** Lifeline (open 24/7) - 0800 543 354

- Depression Helpline (open 24/7) - 0800 111 757

- Healthline (open 24/7) - 0800 611 116

- Samaritans (open 24/7) - 0800 726 666

- Suicide Crisis Helpline (open 24/7) - 0508 828 865 (0508 TAUTOKO). This is a service for people who may be thinking about suicide, or those who are concerned about family or friends.

- Youthline (open 24/7) - 0800 376 633. You can also text 234 for free between 8am and midnight, or email talk@youthline.co.nz

- 0800 WHATSUP children's helpline - phone 0800 9428 787 between 1pm and 10pm on weekdays and from 3pm to 10pm on weekends. Online chat is available from 7pm to 10pm every day at www.whatsup.co.nz.

- Kidsline (open 24/7) - 0800 543 754. This service is for children aged 5 to 18. Those who ring between 4pm and 9pm on weekdays will speak to a Kidsline buddy. These are specially trained teenage telephone counsellors.

- Your local Rural Support Trust - 0800 787 254 (0800 RURAL HELP)

- Alcohol Drug Helpline (open 24/7) - 0800 787 797. You can also text 8691 for free.

- Supporting Families in Mental Illness - 0800 732 825.

- For further information, contact the Mental Health Foundation's free Resource and Information Service (09 623 4812).

Cas Carter is a marketing and communications specialist.