Sir John Kirwan's Mitey programme launch 

dentsu Aotearoa has partnered with Sir John Kirwan's Mitey programme to launch ‘Drive for Five’, a nationwide fundraising campaign with an ambitious goal: raising $5 million to bring mental health education to more children across New Zealand.

Recognising that a $5 million fundraising target would require an equally ambitious approach, Mitey appointed dentsu following a competitive pitch to lead the development of the Drive for Five campaign. The resulting integrated strategy brings together creative, community engagement and experiential activation to inspire Kiwis to get behind a cause that gives young people the tools, language and confidence to manage their mental wellbeing.

Funds raised through the campaign will help reduce the current waitlist of 236 schools seeking access to the programme and extend Mitey's impact to thousands more tamariki across the country.

At the heart of the campaign is a nationwide roadshow featuring Sir John Kirwan, who will visit 18 regional stops across New Zealand. Communities will be invited to meet Kirwan and special guests, see the Bledisloe Cup, and participate in a series of sports-focused events designed to raise awareness and inspire action.

The campaign will culminate in the world-record-breaking Mitey Match at Eden Park, where 521 kids from around the motu will take on a squad of sporting legends and celebrities in a non-contact curtain raiser ahead of the Bledisloe Cup match on 10 October. Children who register to fundraise through Mitey’s website will also have the chance to win a spot on the Mitey Squad.  

To Kirwan, the Mitey Match is more than an attempt at a rugby world record; it represents the massive effort to engage all New Zealanders in Mitey’s aspirations.

"We are rallying the ultimate team to get behind Mitey’s cause," says Kirwan. "The Mitey Match isn't just a rugby game; it’s a historic moment that mirrors the scale of our $5 million fundraising ambition.”

New Zealand Rugby and Eden Park are supporting the Mitey Match, with Kirwan commending the All Blacks and Black Ferns for helping raise awareness of the importance of positive mental wellbeing for all young New Zealanders.

Alex Barlow, Head of Activations at dentsu New Zealand, said the agency was honoured to help bring such an important initiative to life.

“Drive for Five is one of the most ambitious purpose-led activations we've helped deliver. With a goal this bold comes the need for an equally bold strategy. From developing the campaign platform to orchestrating a nationwide activation culminating in a record-breaking event at Eden Park, it's been an incredibly rewarding campaign for our team. And we're honoured to help Sir John Kirwan create a movement that will expand access to mental health education for thousands more young people.”

Since 2021, Mitey has successfully worked with hundreds of schools to embed mental health and wellbeing into the way they operate - from governance and leadership to classroom learning, the playground and wider school community. This whole-school approach helps create an inclusive school environment where every child feels seen, valued and supported.

However, with 236 schools on Mitey’s waitlist, Mitey CEO Sarah Manley indicated there is a clear demand for increased mental wellbeing education across New Zealand. Drive for Five donations will help tackle the waitlist - upskilling teachers and school leaders to confidently educate year 1-8 students about mental wellbeing.

"We know $5 million is a bold target, so we are calling on thousands of people, clubs, schools, businesses, and fans to add their effort to something far bigger than themselves, “ Manley said. “Five dollars from one million New Zealanders has the power to create a generational shift in youth mental health for our tamariki.”

Roughly 1 in 5 young people in New Zealand experience major mental health challenges by age 18 and to date Mitey has equipped over 100,000 5-13 year olds with the vocabulary and emotional capabilities they need before hitting the challenging teenage years.

"Youth mental wellbeing concerns every single New Zealander, young or old, we are all impacted if a young person faces crisis-point," says Manley. “The Drive for Five campaign symbolises a turning point for all young people and New Zealand.”