NZME, owner of the Rotorua Daily Post, NZ Herald, Herald on Sunday, NewstalkZB and GrabOne is supporting the Returned Services' Association (RSA) to raise funds by launching a digital poppy.
From today through until Anzac Day, people will be able to donate online at www.pinapoppy.co.nz or via text to receive a virtual poppy to share on social media, or to save to their devices.
NZME hopes to raise $100,000 to mark the 100th anniversary of the Gallipoli landings, with 100 per cent of the proceeds going to the RSA Poppy Appeal. The 'Pin a Poppy Appeal' campaign has received a significant start with a $20,000 donation from NZME to support the work of the RSA.
"RSA's volunteers do a wonderful job of getting poppy badges to the public. 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 and drive participation and donations for our veterans via pinapoppy.co.nz," said NZME chief executive Jane Hastings.
"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."