Social media isn't just a powerful tool for promoting businesses and posting pictures of your puppy (though it's also all of those things) — it can also be used to help charitable organisations further their goals.
Recently we've been working with the Graeme Dingle Foundation who have partnered with NZ Rugby on a campaign that helps Kiwi kids reach their goals.
About the Graeme Dingle Foundation
The Graeme Dingle Foundation is a leader in positive child and youth development, currently working with 27,000 five to 18-year-olds throughout New Zealand.
Founded by Sir Graeme Dingle and Jo-anne Wilkinson over twenty years ago, the Foundation aims to boost the prospects of young New Zealanders through greater access to education and programmes that bolster self-esteem, motivation, and health.
Foundation impact:
- 27,000 young people: Currently enrolled in programmes nationwide
- Ages 5-18: Supporting children and youth across all school years
- 20+ years of impact: Proven track record since founding
- Nationwide reach: Operating throughout New Zealand
- Holistic approach: Focusing on education, self-esteem, motivation, and health
- Positive development: Building confident, capable young New Zealanders
The Mission: Helping Young People Thrive
The Foundation's work is all about helping young people thrive so they can develop confidence in who they are and make the most of their precious lives, becoming positive contributors to our communities.
Core objectives:
- Build self-esteem: Helping young people believe in themselves
- Increase motivation: Inspiring kids to pursue their goals
- Improve health: Supporting physical and mental wellbeing
- Expand education access: Removing barriers to learning
- Develop resilience: Teaching skills to overcome challenges
- Create positive contributors: Building stronger communities
There's really nothing better than that, is there?
The 'Overcoming Obstacles' Campaign
The 'Overcoming Obstacles' campaign is all about showing Kiwi Kids that what they have inside is greater than any obstacle.
To reinforce this message, the Dingle Foundation has produced a number of inspirational videos with some of our nation's most prominent heroes.
Campaign elements:
- Core message: Inner strength is greater than any obstacle
- Inspirational videos: Featuring New Zealand's sporting heroes
- All Blacks partnership: Male rugby stars sharing their stories
- Black Ferns partnership: Female rugby stars as role models
- NZ Rugby collaboration: Official charity partnership
- Youth focus: Content designed to resonate with young people
Partnership with New Zealand Rugby
As the official charity of New Zealand Rugby, the Graeme Dingle Foundation has joined forces with the All Blacks and Black Ferns, offering inspiration and guidance to a new generation of New Zealanders.
Why this partnership works:
- National heroes: All Blacks and Black Ferns as role models
- Relatable stories: Even elite athletes face obstacles
- Broad appeal: Rugby's popularity across New Zealand
- Authentic messaging: Real stories from real heroes
- Youth engagement: Kids look up to these athletes
- Shared values: Teamwork, perseverance, dedication
Our Role: Strategic Social Media Advertising
So where do we come in? We've been working with the Graeme Dingle Foundation on a tactical ads campaign to ensure this content is seen far and wide by anyone who may be interested in supporting the cause.
(You may have seen the ads in your timeline!)
Our strategic approach:
- Audience definition: Identifying who cares about youth development
- Tactical targeting: Reaching potential supporters and donors
- Content amplification: Ensuring videos reach maximum audience
- Message optimization: Testing what resonates best
- Budget efficiency: Making every dollar count for the cause
- Performance tracking: Monitoring and improving results
Defining the Perfect Audience
Our ads experts have defined the perfect audience for this campaign, and we're seeing some cracking results already.
Target audience segments:
- Parents and caregivers: Those invested in children's development
- Educators and teachers: Professionals working with youth
- Community leaders: People who support local initiatives
- Rugby supporters: Fans of All Blacks and Black Ferns
- Previous donors: Existing foundation supporters
- Charity-minded individuals: People who support social causes
- Corporate decision-makers: Potential corporate sponsors
The Results
We're seeing some cracking results already from the campaign:
Campaign achievements:
- Wide reach: Videos seen far and wide across New Zealand
- Engaged audience: People watching, sharing, and commenting
- Increased awareness: More people learning about the Foundation
- Supporter growth: New people interested in the cause
- Message amplification: 'Overcoming Obstacles' reaching target youth
- Efficient spend: Maximizing impact for charitable budget
Social Media for Social Good
This campaign demonstrates the power of social media when used for charitable purposes:
Why social media works for charities:
- Storytelling platform: Share inspiring stories visually
- Cost-effective reach: Achieve wide exposure on limited budgets
- Targeted messaging: Reach people most likely to support
- Community building: Create engaged supporter networks
- Easy sharing: Supporters become ambassadors
- Measurable impact: Track awareness and engagement
- Video-friendly: Perfect for emotional, inspirational content
The Broader Impact
Beyond the immediate campaign metrics, this work supports the Foundation's larger mission:
Long-term benefits:
- Youth inspiration: Kids seeing obstacles can be overcome
- Role model access: Connection to All Blacks and Black Ferns
- Programme awareness: More families learning about available support
- Funding support: Increased donations for programmes
- Volunteer recruitment: Finding mentors and supporters
- Community engagement: Building nationwide support network
What We Can Learn
Lessons applicable to any organization:
- Partner strategically: NZ Rugby partnership amplified the message
- Use authentic voices: Real heroes telling real stories
- Define your audience: Know exactly who needs to see your content
- Leverage video: Visual storytelling creates emotional connection
- Message clarity: "What's inside is greater than any obstacle" is simple and powerful
- Expert support: Professional ads management maximizes impact
Beyond Business: Using Social Media for Good
Have something you're passionate about? Whether it's a business venture, a charity, or a picture of your puppy, we can help you get it seen.
We support:
- Charitable organizations: Amplifying social good initiatives
- Community projects: Building local support
- Social enterprises: Businesses with a mission
- Non-profits: Maximizing limited marketing budgets
- Cause campaigns: Raising awareness for important issues
- Fundraising efforts: Reaching potential donors
The Bottom Line
The Graeme Dingle Foundation campaign shows that social media is more than just a business tool — it's a platform for positive change.
When combined with:
- A compelling mission (helping 27,000 young Kiwis)
- Strong partnerships (NZ Rugby, All Blacks, Black Ferns)
- Powerful content (inspirational videos with national heroes)
- Strategic targeting (reaching the right supporters)
- Expert management (tactical ads campaign)
Social media becomes a force for making New Zealand's future brighter — one child at a time.
Want to Make Your Mark?
Whether you're promoting a business, supporting a cause, or yes, even sharing pictures of your puppy — we can help you get it seen by the right people.
Get in touch with Easy Social Media to make your mark on social!
