Campaigns

Christmas From the Heart

Christmas From The Heart 2024 marked Visionwest Community Trust’s sixth annual Christmas support initiative, designed to provide help with food and gifts to whānau across West Auckland during what can be a financially challenging time of the year. Held over five weekdays from 12 to 18 December, the event welcomed 1,118 shoppers – a 27% increase from the previous year – and supported 4,320 individuals (4,202 of these whanau who already had a relationship with Visionwest support services), including, including 2,166 children, with food, gifts, and connection.

Transformational Support

At the heart of this year’s event was a significant shift—from delivering a one-off transactional support initiative to embracing a model that reflects our commitment to transformational support for our whānau. This evolution repositioned Christmas From The Heart from a standalone act of generosity for anyone in need, to an event deeply rooted in the ongoing relationships between whānau and Visionwest keyworkers.

This approach ensures that Christmas From The Heart is not just a seasonal gesture, but a meaningful milestone in each whānau’s journey toward self-sufficiency and wellbeing.

To support this, whānau were invited through four key channels:

• Nominations by Visionwest keyworkers for existing service users.
• Referrals from local schools and support agencies.
• Direct requests from whānau previously connected to Visionwest.
• Community outreach via social media and word-of-mouth.

Each participant was welcomed into a festive environment featuring live music, a free café, sausage sizzle, supervised children’s activities, and complimentary haircuts – an offering that held special significance for many.

A Four-Phase Experience of Dignity and Joy

Christmas From The Heart is structured into four key phases, each designed to empower whānau with choice and dignity:

1. Kai From The Heart Supermarket: Stocked with Christmas goods and essentials, whānau selected items up to a set value to create a special Christmas meal.

2. Gifts From The Heart Toy Store: Adults chose age-appropriate gifts for their children, including a main present and stocking fillers.

3. Fresh Produce Station: A variety of perishable items were available to complement the non-perishables.

4. Wrapping Station: Gifts were wrapped and ready to be placed under the Christmas tree.

Guided by either their Visionwest keyworker or a volunteer “Christmas Elf,” whānau were encouraged to share their stories and identify further support needs. This conversational approach allowed Visionwest to respond immediately or plan follow-up care, reinforcing the event’s role in long-term transformation.

Community Generosity and Impact

Thanks to the generosity of funders, partners, and volunteers, the event distributed:

As well as thousands of individual items including fresh produce, pantry staples, treats, and toys.

The demographic data revealed a number of key insights:

• 51.8% of recipients were Māori or Pasefika, highlighting ongoing ethnic disparities in financial hardship.
• 118 seniors were supported – a 71% increase from the previous year – reflecting the growing vulnerability of older adults in our communities.
• 20.7% of participants were employed, underscoring the rise of in-work poverty.

When asked about their financial situation compared to the previous year:

• 43.2% said they were worse off
• 34% reported no change
• Only 22.8% felt better off – though many still required support

Systemic Challenges and the Call for Change

The Christmas From The Heart Report underscores that poverty in Aotearoa
New Zealand is not merely a seasonal issue – it is systemic and multifaceted.

Key contributing factors include:

• Inadequate income relative to rising living costs, especially housing.
• High levels of personal and government debt.
• Gender and racial pay gaps.
• Food insecurity driven by high prices and limited access.

Visionwest’s data aligns with findings from Kore Hiakai’s Ka Mākona 2024 report, revealing persistent hardship across communities. Notably, the number of retirees and employed individuals seeking support continues to grow, challenging assumptions that employment or superannuation guarantees financial stability.

The emotional toll of poverty is also profound. Many whānau experience shame, stress, and mental health struggles due to financial insecurity. While food support alleviates immediate pressure, it does not address the root causes of poverty.

A Glimpse of What’s Possible

Christmas From The Heart 2024 offered more than material aid – it provided
hope, dignity, and connection. The event demonstrated what a compassionate, well-resourced support system can achieve when it prioritises individual needs and fosters genuine relationships.

Visionwest calls for systemic reforms to address poverty at its roots, including:

• Reviewing accommodation supplements
• Implementing pay equity reporting
• Forgiving no-fault benefit overpayment debt
• Supporting co-op models for affordable food access

Voices of Gratitude

The impact of the event was best captured in the heartfelt words of participants:

“I’m already tearing up from the overwhelming support in food and gifts
for my son. Huge, huge help. Thank you.”

“We had no idea what we were going to do for Christmas. No tree, presents
or food. This helps so much knowing our kids will have a Christmas.”

“This has made a massive difference to our Christmas. Stress levels lower, financial help. All round wonderful.”

These responses reflect the true spirit of Christmas From The Heart – a celebration of compassion, community, and the belief that every whānau deserves joy and dignity, not just at Christmas, but every day.