We were asked by the Canterbury District Health Board to develop a bold and innovative funding strategy and compelling brand for the Māia Health Foundation: a new charity set up to give the community a way to support enriching Canterbury's health services. Our mission? To partner with great businesses and families to engage the community around Māia's first two projects – a bigger and better rooftop helipad on top of Christchurch Hospital, the country's busiest trauma centre, and enhancements to the children facilities.

Ensuring we were able to achieve brand awareness and financial results quickly, we built our own crowdfunding website. From there, we planned and executed an in-kind $500,000, multi-channel media schedule to raise an ambitious $1,000,000 in one month – which we did with our nationwide 13 Minutes campaign. Our role was a two-year contract to not only launch the charity, but also to build capability in the team for it to carry on – and it’s amazing to see the initiatives we developed still in use today.