This Childhood Cancer Awareness Month, the Child Cancer Foundation (CCF) is calling on Kiwis to get creative with their hair for Wig Wednesday – on September 10 – to help ensure no kid faces cancer alone.

Now in its 10th year, Wig Wednesday has raised $1.5 million since it began. But with a 19.2% increase in referrals so far for 2025 compared to last year, the need for support has never been greater, Child Cancer Foundation chief executive Monica Briggs said.

“Every week, three families in New Zealand face the devastating news their child has cancer,” Briggs said. “The pressure on families is enormous, and with referrals increasing rapidly, our support is needed more than ever. From petrol vouchers and counselling to accommodation and peer connection, we provide a lifeline during their darkest days,” Briggs said.

“None of this would be possible without the kindness and generosity of Kiwis who get behind Wig Wednesday and other fundraising efforts.”

Briggs said the foundation is the only organisation in New Zealand providing personalised, one-to-one support to every child with cancer and their family – every step of the way.

It walks alongside more than 1500 families, offering practical, emotional and financial help during what is often the hardest time of their lives.

With no direct government funding, the foundation must raise $6.5m each year to continue its work – relying entirely on the generosity of everyday Kiwis, Briggs said.

Wig Wednesday

Wig Wednesday in particular is a light-hearted, colourful way to support families going through something unimaginably tough, Briggs said.

Losing hair is a particularly painful part of a child’s cancer journey as they go through chemotherapy. Participants can wear a wig, style a wacky hairdo, or even shave their head in solidarity.

Child Cancer Foundation chief executive Monica Briggs. Photo / Supplied

While the official day is Wednesday, September 10, people can take part any time during September by fundraising at school, work, or with whānau.

This year, Child Cancer Foundation hopes to raise $250,000 but said it would be “incredible” to reach $500,000, hitting the $2m milestone raised through Wig Wednesday since the campaign began.

How to get involved

“Wig Wednesday isn’t just about fun and fundraising,” Briggs said.

“It’s about showing tamariki facing cancer that their community stands beside them – providing strength, hope and practical support every step of the way.”

About CCF

The foundation provides essential support to Kiwi children diagnosed with cancer and their families. Every week in Aotearoa, three families receive the devastating news that their child has cancer. The foundation is there to ensure these families never face their journey alone, offering tailored emotional, financial, and practical assistance to meet their unique needs.

With a nationwide network of family support coordinators, the foundation provides one-on-one guidance, connection, and care from diagnosis through treatment and beyond. To learn more or donate, visit: childcancer.org.nz