WORK

With demand for neonatal care rising across the South Island, Christchurch Hospital's NICU is under increasing pressure. Built in 2005 for a much smaller population, the unit now regularly operates well beyond its funded capacity, creating real strain for vulnerable babies, their whānau, and the dedicated staff caring for them. 

Māia Health Foundation set out to help change that. The organisation launched a major redevelopment project to expand the NICU and improve care for families during some of the hardest moments of their lives. Our role was to help craft a campaign that would contribute toward the fundraising goal.

The challenge was finding the right balance between urgency and hope. Rather than leaning on statistics alone, we centred the campaign on the emotional connection people feel for premature babies with the headline “Tiny hands need big hearts”. Donor support was positioned as something more than a financial contribution. It became a critical part of delivering comfort, care, and better outcomes for families spending weeks in the NICU. Grounded in empathy and humanity, the campaign helped turn awareness into meaningful support.

Alongside the campaign, a photo wall at the NICU entrance celebrates the journeys of hundreds of children and their whānau who’ve spent time in the unit. A reminder of what's possible, and a final touchpoint for donations.