Like many charities, KidsCan has been hit hard as regular donors grapple with the cost-of-living crisis in New Zealand. The new campaign pulls on the heartstrings of New Zealanders by bringing this waitlist to life, to show just how many children are preparing to go throughout winter without essential items like food, jackets and shoes. A bespoke type has been used to match the chilling campaign art capturing the cold realties of many young New Zealanders in need of the bare essentials.