Editorial: Forget those happy images ... NZ is paradise lost for too many kids

Collectors for the Salvation Army appeal at Whanganui Pak'nSave on Monday

What comes to mind when you hear about, think about or talk about Kiwi kids?

Chances are it could be the 1990s advertising jingle for Sanitarium: "Kiwi kids … are Weet-Bix kids . . .''

It was a catchy tune, promoting a good old stock-standard pantry staple, and the short snippet was packed full of visual goodness, too — positive, uplifting images of apparently typical carefree Kiwi kids.

While this idyllic scene played out in many homes across the country, an alarming number of Kiwi kids now live in poverty (reports have varied between one in three children, one in four and one in five).

These children lack the physical basics — regular and reliable food, warmth and shelter — and, because of that, likely the basics required for a rich and fulfilling emotional life, too: hope, security, opportunity.

After years of warnings, statistics, investigations, reports, hand-wringing, denials and political promises is anything actually changing?

Running its Red Shield Appeal this week, the Salvation Army said poverty levels were worse than in 2008 during the global financial crisis, and 100,000 children were now living in severe poverty in what its head of welfare services, Major Pam Waugh, called a "national crisis".

The army helps support 120,000 people, last year it saw 336 new families every week and now provides 63,000 food parcels per year — a number it says is rising all the time.

It appears New Zealand has become paradise lost for many Kiwi kids.

The United Nations has made mention of our child poverty problem. Last week it was reported members of one of its human rights committees were again shocked about (among other things) our child poverty statistics and housing issues, which they thought at odds with a developed nation.

If the essence of the New Zealand dream starts with creating carefree childhood memories, as a nation we must do everything possible to ensure families are able to provide the basics, so all Kiwi kids have the chance to be created equal.

The very least many of us can do is to answer the Sallies' call for donations this week.

-- NZME