While most collection campaigns last for a week at most, Plunket's new drive is set for a 1000-day stretch.
"The first 1000 days of a baby's life are the most important," Plunket chief executive Amanda Malu told Newshub.
But don't expect to see Plunket collectors with their buckets on the streets for 1000 days - the new campaign will be driven digitally.
"We're really embracing social media and encouraging people to set up their own fundraising pages online using the platform we've set up, raiseabundle.org.nz, so you can go onto that site and donate or you can set yourself up as a fundraiser and run events," Ms Malu said.
While Plunket is well-funded by the Government for its core service of providing Plunket nurses, it's the extra community services that wrap around families in need of money.
"We need to keep our community services free for families across New Zealand, we estimate we need to raise approximately $4 million a year on top of what we already raise and spend on those services," Ms Malu said.
"But it's also about getting New Zealanders talking about the importance of those first 1000 days, making sure families are supported, and giving the baby the best opportunity in life."
Plunket was created more than 100 years ago to support the health of New Zealand babies, and its funding was greatly increased during World War I as the Government realized it needed a healthy generation of Kiwi kids to fight any future conflicts.
Sadly that did indeed happen two decades later in World War II, and Ms Malu has her own connection to the birth of Plunket.
"My great uncle was in fact the first Plunket baby," she says.
"My grandmother grew up in Karitane which is where Truby King began his work and began the organisation that became Plunket.
"The first Plunket baby was a little Maori baby called Motu Ellison who Truby King took into his home to 'fatten up', and Motu Ellison was in fact my grandmother's half-brother."
Plunket hope the extra funding will help them make sure that no matter where families live in New Zealand, they can access the right Plunket services and support, when and where they need it.
Newshub.
