The Communication Agency

Goats make great gifts!

There was no kidding around when ChildFund New Zealand and Network launched ChildFund’s 2016 Christmas campaign to highlight why Goats Make Great Gifts! The PR goal was to encourage people to gift a goat from its Gifts that Grow catalogue, and help ChildFund reach its goal of 1000 goats purchased for families in ChildFund communities overseas.

Gifts that Grow showcases sustainable gifts that ChildFund communities themselves have identified as what they need most. Ranging from chickens and fruit trees to fishing nets and bio-sand
water filters, all are aimed at helping build a better future for families and their children. Each Christmas, one gift is nominated as the focus.

Network and ChildFund created a multi-faceted campaign which included outreach to national and regional media, key goat organisations and influencers. ChildFund’s celebrity ambassadors came in handy and the cute and quirky reputation of goats on social media provided a fun lead in to talking about the serious topic of child poverty and how gifting a goat can help.

Previous gift sales, great images and Geoff Copstick, ChildFund’s chairman and resident goat farmer, provided great content for media - leading to the most successful Gifts that Grow PR campaign to date. Gifts that Grow featured in media throughout the country including New Zealand Woman’s Weekly, over 10 main regional papers and online, opinion columns, Newstalk ZB: The Country, and the top item in Sunday Magazine’s going up.
ChildFund was extremely pleased that generous New Zealanders bought 950 Gifts that Grow goats during the Christmas campaign, up 64% on the previous year.

The gifts that mean the most to Kiwi celebs
, NZ Woman’s Weekly print, online

ChildFund wants people to donate goats to needy families for Christmas, The Press,

Dom ‘Furious’ George – Give a goat this Christmas, New Zealand Herald online, regional print, Newstalk ZB The Country