KidsCan
KidsCan is a New Zealand charitable trust that supports children experiencing poverty through school-based food, clothing, health, and wellbeing programmes.
Last updated August 26, 2026
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Overview
KidsCan, formally the KidsCan Charitable Trust, is a New Zealand charitable organisation focused on reducing the practical effects of child poverty in schools. Founded in 2005 by Julie Chapman in Greenhithe, Auckland, the organisation emerged after Chapman learned that some children were missing school because they lacked suitable raincoats. A preliminary survey of approximately 80 low-decile schools indicated that the problem affected thousands of children rather than a small number of isolated cases. Chapman initially operated the organisation from her garage and secured a NZ$40,000 grant from Guardian Trust to establish its early work. KidsCan operates primarily through partnerships with schools, donors, businesses, philanthropic funders, government agencies, and suppliers of goods and services. Its programmes have addressed several barriers that can prevent children from participating fully in school: hunger, inadequate footwear, insufficient warm clothing, poor weather protection, limited access to basic hygiene products, and unmet dental or health needs. The organisation has worked especially with low-decile schools, a former New Zealand school classification that was used to identify communities facing higher levels of socioeconomic disadvantage. Its programme portfolio has included Food for Kids, Shoes for Kids, Raincoats for Kids, Warm Kids Cool Kids, Health for Kids, and In Our Own Backyard. Depending on the programme, support has included school food, shoes and socks, fleece-lined raincoats, thermal clothing, beanies, sunhats, hygiene supplies, stationery, dental-care products, and assistance with basic medicines or health-related needs. The organisation has also used school-based distribution models, allowing schools to identify children and families requiring support while reducing stigma and improving practical access. KidsCan's support expanded substantially during the 2010s. In 2012 it reported providing food, socks, shoes, and raincoats to more than 46,000 disadvantaged children. By 2018, its reported reach had grown to more than 171,000 children in nearly 709 New Zealand schools, predominantly schools serving communities with high levels of socioeconomic need. Its funding model has combined public donations and fundraising campaigns with business sponsorship, government support, philanthropic grants, gaming revenue, and in-kind donations. In-kind contributions, including donated goods, have been particularly important to its delivery model. The organisation adjusted its food strategy after the New Zealand Government introduced the Ka Ora, Ka Ako free school lunch programme in 2019. Rather than duplicating publicly funded school lunches in affected schools, KidsCan shifted aspects of its food work toward other points in the school day and other forms of food insecurity. During the COVID-19 lockdowns, it launched an urgent appeal to provide food parcels to approximately 2,500 families in Auckland and Wellington, reflecting its role as a community-support organisation as well as a school-programme provider. KidsCan remains a New Zealand-focused charitable brand rather than a conventional commercial product brand. Its public positioning centres on practical, immediate assistance that helps children attend school, concentrate, stay healthy, and participate with dignity. Julie Chapman's contribution to children and the community was recognised when she was appointed a Dame Companion of the New Zealand Order of Merit in the 2025 New Year Honours.
History
KidsCan was established in 2005 in Greenhithe, Auckland, by Julie Chapman after she became aware that some New Zealand children were staying away from school because they did not have raincoats. Chapman initially assumed that the issue affected only a few hundred children, but a survey of approximately 80 low-decile schools suggested that thousands of children faced similar difficulties. The organisation began with a NZ$40,000 grant from Guardian Trust, and Chapman initially worked from her garage. The trust developed a school-based model for addressing material deprivation. Instead of treating poverty only as an income issue, KidsCan focused on the everyday items and services that affect attendance, comfort, health, and classroom participation. Its early and subsequent programmes supplied food, shoes, socks, raincoats, warm clothing, sun protection, hygiene products, stationery, and selected health and dental resources. Schools acted as important partners by identifying needs and distributing assistance to children in ways intended to be practical and discreet. By 2012, KidsCan reported supplying food, socks, shoes, and raincoats to more than 46,000 disadvantaged children. Its Food for Kids programme provided food either as a complete meal or as a supplement to food available at home. The organisation also distributed thousands of pairs of shoes and socks and large quantities of raincoats and seasonal clothing. Health for Kids broadened the model to include nit-treatment supplies, hand sanitiser, bandages, tissues, and other basic health resources. Partnerships with organisations such as the New Zealand Warriors, The Warehouse, and Lumino the Dentists supported particular initiatives. The organisation's reach increased during the 2010s. In 2018, KidsCan stated that it was supporting more than 171,000 children in nearly 709 New Zealand schools, with most participating schools serving communities previously described as decile-one to decile-four areas. Its income came from a mixture of individual fundraising and campaign donations, business sponsorship, government support, philanthropic trusts, gaming revenue, and in-kind donations. The in-kind component included donated food, products, and services, making partnerships central to the charity's operating model. The introduction of the Ka Ora, Ka Ako free school lunch programme in 2019 changed the environment in which KidsCan delivered food assistance. Where government-funded lunches met the need for a midday meal, KidsCan no longer needed to provide the same service in the same way. It therefore adjusted its food programme to support children at other times of the day and to address forms of food insecurity outside the publicly funded lunch provision. The COVID-19 pandemic and New Zealand lockdowns created additional pressure on families with limited incomes. KidsCan responded with an urgent appeal aimed at supplying food parcels to approximately 2,500 families in Auckland and Wellington. This response demonstrated the organisation's ability to move from regular school-based provision to emergency household assistance when circumstances required it. KidsCan's continuing identity is that of a New Zealand charitable trust and social-impact brand, not a commercial consumer-goods company. Its central proposition is that relatively basic interventions can remove immediate obstacles to education and wellbeing. The organisation's history has therefore been shaped by changing school needs, public policy, charitable fundraising, and partnerships with companies and community groups. Founder Julie Chapman was appointed a Dame Companion of the New Zealand Order of Merit in the 2025 New Year Honours in recognition of services to children and the community.
- 2025
Founder receives national honour
[1]Julie Chapman is appointed a Dame Companion of the New Zealand Order of Merit for services to children and the community.
- 2020
COVID-19 emergency appeal
[1]KidsCan appeals for support to provide food parcels to approximately 2,500 families during lockdown-related hardship.
- 2019
Food programme adapts to Ka Ora, Ka Ako
[1]The organisation changes the emphasis of its food support after the government launches a free school lunch programme in high-need areas.
- 2018
Reported national reach exceeds 171,000 children
[1]KidsCan reports supporting more than 171,000 children in nearly 709 New Zealand schools.
- 2013
Raincoats and health-support initiatives expand
[1]The organisation reports distributing 15,620 raincoats and introduces Health for Kids, including hygiene and basic health supplies.
- 2012
Early programmes reach tens of thousands of children
[1]KidsCan reports providing food, socks, shoes, and raincoats to more than 46,000 disadvantaged children.
- 2005
KidsCan is founded in Auckland
[1]Julie Chapman establishes KidsCan in Greenhithe, Auckland, with a NZ$40,000 Guardian Trust grant after investigating the effect of inadequate clothing on school attendance.
Products and positioning
A practical, school-centred child-poverty charity providing essential goods and support so children can attend school, learn, and participate regardless of household income.
Food insecurity support
Food for Kids
A school-based food programme providing nutritious food either as a complete meal or to supplement food available at home. In 2012, the programme supplied millions of food items and was reported to support more than 10,000 financially disadvantaged children each school day. After the 2019 government school-lunch rollout, KidsCan shifted the programme toward other times of the day and remaining areas of need.
Children's footwear support
Shoes for Kids
Provides children who arrive at school without suitable winter footwear with a free pair of shoes and two pairs of socks. The programme is designed to address both comfort and participation barriers associated with worn-out or missing footwear.
Weather-protection clothing
Raincoats for Kids
Supplies fleece-lined, waterproof raincoats to children whose families may be unable to prioritise weatherproof clothing. Schools recycle and replenish coats as required. The programme included a partnership with the New Zealand Warriors and distributed 15,620 raincoats in 2013.
Seasonal clothing
Warm Kids Cool Kids
Provides seasonal protection, including thermal tops and beanies in winter and sunhats in summer. The initiative was supported by The Warehouse and included large-scale distribution of knitted beanies and sunhats.
Health and hygiene support · 2013
Health for Kids
Provides partner schools with practical health and hygiene resources such as nit-treatment products, combs, hand sanitiser, bandages, and tissues. Related partnerships have included dental hygiene kits and free dental care through Lumino the Dentists.
Child sponsorship
In Our Own Backyard
A sponsorship programme intended to provide a child with warm clothing, shoes, food, basic stationery, and hygiene items for a year. The cited programme description states that sponsorship was priced at NZ$15 per month, although current pricing is not established here.
Marketing campaigns
- 2020COVID-19 Emergency Food Appeal
New Zealand
An urgent fundraising appeal responding to lockdown-related hardship among lower-income families, with a stated goal of delivering food parcels to approximately 2,500 families in Auckland and Wellington.
Outcome. The available reference describes the intended reach but does not establish the final number of parcels delivered.
- In Our Own Backyard
New Zealand
A recurring child-sponsorship campaign supporting essential goods and school-related needs for an individual child over a year.
Outcome. The available material states that approximately 4,600 people had signed up to sponsor a child, but does not provide a campaign end date.
Brand decisions
2019
Refocus food support after government lunch programmeStrategyBackground
The New Zealand Government introduced Ka Ora, Ka Ako, a free school lunch programme for children in high-need areas.
Action taken
KidsCan reduced duplication of publicly funded midday meals and redirected its food-support emphasis toward other times of day and unmet needs.
Aftermath
The organisation retained a role in addressing food insecurity while adapting its programme to a changed public-service environment.
Recent events
Dole launches #DoleUnstuffedBear campaign[3]
Dole launched its global #DoleUnstuffedBear campaign to raise awareness of childhood hunger, raise funds and donate nutritional foods. In New Zealand, Dole partnered with KidsCan and said it would match donations with product value up to NZD 50,000.
Sources3 sources
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