Big Buddy launches powerful campaign for fatherless boys

Big Buddy launches powerful campaign for fatherless boys

Auckland, New Zealand: Monday 4th July 2016

“What’s the most important thing your father taught you?” A sad reality is that 8,000 New Zealand boys aged 7-14 will grow up unable to answer this question.

Big Buddy, the mentoring charity for fatherless boys, is committed to changing this and has launched an inspiring new campaign to draw attention to the plight of boys who don’t have an active father in their lives.

Working closely with Auckland agency justONE and production partner .99, the campaign engages Kiwis into a conversation by posing this thought-provoking question to them, “What’s the most important thing your father taught you?”

New Zealand celebrities including Grant Fox, Michael Jones, Tammy Davis, Moses Mckay and Matt Watson are just some of the Kiwi men backing the initiative, sharing the most important lessons they’ve learned from their fathers via a series of poignant videos.

With the organisation looking to expand nationwide, Big Buddy hopes to drum up support from Kiwis in the lead up to their biggest ever fundraising efforts later this year, the Big Buddy Big Auction in November. Two homes built by G.J. Gardner Homes will be auctioned off to fund two new Big Buddy offices in Papakura and Hamilton.

Big Buddy CEO, Richard Aston says, “Boys need good male role models in their lives to become good men. We say ‘maleness is caught – not taught’ and having a good man around makes a power of difference to a boy’s life. We see the positive results every day.

“We’re thrilled to have the support of our partners including G.J. Gardner Homes, ITM, justONE and our celebrities, Grant, Michael, Tammy, Moses and Matt who see the importance of the work we do and want to get behind it,” adds Richard.

justONE and .99 developed the TVC, digital comms and revamped the Big Buddy website in the lead up to this campaign.

Ben Goodale, Managing Director at justONE, says, “Richard and his team do such a fantastic job with their mentoring programmes, the work that they do is truly admirable, and we are proud to be partnering with them. We hope that more caring Kiwis will also get involved with the great work Big Buddy do, by either donating to the charity, getting involved in the auctions or volunteering to become a Big Buddy mentor,” says Ben.

The campaign will utilise video content, social media, eDM and databases from Big Buddy’s partners to drive people to the Big Buddy website, as well as a sequence of TVCs donated by ITM during the popular extreme sports fishing TV series The ITM Fishing Show.

To find out more about Big Buddy and to become a mentor, visit http://www.bigbuddy.org.nz, to donate, visit www.bigbuddy.org.nz/donate and towatch the video series featuring the New Zealand celebrities, visit www.bigbuddy.org.nz/our-stories.

ENDS

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