In return for a small donation, a donor can pin a virtual poppy on social media profiles.
Today, NZME., publisher of the Herald, launches the Pin A Poppy Appeal, asking you to get a virtual poppy to support New Zealand's veterans and service people past and present.
We aim to raise $100,000 for the Returned and Services' Association to mark the 100th anniversary of the Anzac landings on Gallipoli through donations to the Pin A Poppy appeal.
In return for a small donation, a donor can pin a virtual poppy on social media profiles and download it to computers and devices.
NZME. has donated $20,000 to kickstart the appeal.
NZME. chief executive Jane Hastings said the RSA and its volunteers did a wonderful job of selling poppies to the public each year.
"Through our digital reach, NZME. believes that we can help attract a wider, younger audience, including Kiwis living abroad, to participate in the Poppy Appeal," she said.
"In the same way that people can show their support and wear a poppy badge, we want to allow Kiwis to donate online or via text and showcase their support on social media, in turn encouraging more people to donate to the worthy cause."
The RSA is supporting the Pin A Poppy Appeal and is excited about the NZME. donation.
"It's a great new way for people to contribute to supporting those who have served and sacrificed," said RSA chief executive David Moger.
"It would be wonderful to see poppies blooming right across the web over the next week."
Donations to the Pin a Poppy Appeal will go into the national Poppy Fund, which is used by RSAs throughout New Zealand to help veterans, past and present service people and their families.
Assistance includes grants to those in financial difficulty, helping with practical tasks, supplementing healthcare costs, counselling, providing meals on wheels, home maintenance and simply offering friendship and support in times of need.
The virtual poppy is a digital image based on the RSA's official design.
Getting one is easy - simply make a donation at our website pinapoppy.co.nz or text PINAPOPPY to 4662 to donate $3.
You will get a link and the virtual poppy can be shared across Facebook and Twitter, or saved to your desktop or devices.
It's understood a NZDF aircraft and multiple helicopters are involved.