At Red Seal, we believe there's incredible inside each and every New Zealander, that's why we're supporting the Kindness Collective who provide everyday essentials, moments of joy, care and connection to thousands of Kiwi families living in hardship every year. Helping children, families and communities to thrive.
The Kindness Collective’s purpose is to harness the power of kindness in our communities to support an equitable future for all people living in Aotearoa, New Zealand.
Founded in 2013, the Kindness Collective began as a behind-the-scenes community group with friends and family, on a mission to make Aotearoa a kinder place for all.
Every Kiwi deserves to have what they need to thrive, but should at the very least have the basics; food, clothing, shelter and safety.
Everyday Essentials
Red Seal is proud to support the Kindness Collective’s Everyday Essentials Programme, which helps whānau across Aotearoa access the basics they need to stay safe, warm, fed, and healthy.
From pantry staples and hygiene products to baby care and warm clothing, the Kindness Collective delivers vital support to families doing it tough. Red Seal regularly donates toothpaste and other essential items, and our team also spends time volunteering to pack care boxes, helping ensure these resources reach those who need them most.
The Christmas Joy Store
There’s nothing quite like the joy of a Christmas tree surrounded by presents - no matter your age. That’s why Red Seal is proud to support the Kindness Collective’s Christmas Joy Store, a heartwarming initiative that helps ensure families doing it tough don’t go without during the festive season.
The Christmas Joy Store gives parents and caregivers the empowering experience of choosing gifts and essentials for their children in a welcoming, store-like environment - where everything has been generously donated. It’s not just about the presents; it’s about restoring dignity, creating memories, and making Christmas feel special for both kids and parents alike.
The PJ Project
Across Aotearoa, thousands of children face cold nights without the basics many of us take for granted. With 1 in 3 tamariki living in poverty or food insecurity, something as simple as a pair of pyjamas can make a real difference to their health, wellbeing, and ability to learn.
That’s why every winter our team proudly support the Kindness Collective’s PJ Project - donating warm pyjamas to help keep Kiwi kids safe, comfortable, and cared for. It’s a small gesture that brings warmth, dignity, and hope to families who need it most.