Business leaders and celebrities hope a global telethon for the Christchurch earthquake will revitalise fundraising.
The 12-hour telethon will be held on May 22, exactly three months after the devastating earthquake, will be broadcast by Maori Television from studios in Christchurch, Wellington and Auckland, with links to the regions and overseas.
Funds raised by the telethon, Rise Up Christchurch - Te Kotahitanga, will go to the Christchurch earthquake appeal.
All Blacks Richie McCaw and Dan Carter joined the launch by video link from Perth and urged people to get behind the telethon.
"We still see a lot of devastation on the people's faces. They're really still finding it a big challenge," Carter said. "As time goes on, things seem to get tougher and I think it's important that we really reboot our support and Rise Up Christchurch is a perfect opportunity to do that."
New Zealand Stock Exchange chief executive Mark Weldon said as time went on the focus on Christchurch had started to fade and the telethon would help re-energise support.
"For two to three weeks everyone is there, but as time goes on everyone is just getting on with their life. That's where we are now and that's why this event is so important," he said.
Mr Weldon said about $60 million had been raised so far, more than half of which came from outside of New Zealand, and more could be raised.
"We should banish the idea of donor fatigue," he said.
Dairy giant Fonterra will contribute $500,000 towards production and administration costs so that all other funds raised will go directly to the earthquake appeal.
"We thought this was a great way to keep momentum going," Fonterra chief executive Andrew Ferrier said.
Christchurch Mayor Bob Parker said the telethon would be a huge boost for the city.
"It seems lately we've been taking three steps forward and one step back but we're holding our heads high," Mr Parker said.
"We also want to bring home to Kiwis everywhere, especially those living in other parts of the world, that Christchurch is going to need ongoing support."
Prime Minister John Key welcomed the telethon in a statement today.
"In the wake of both September's and February's earthquakes, there has been a huge number of people and organisations volunteering their time to help Christchurch.
"This event characterises that generosity, and I know a lot of people are donating their time and expertise to make the event a success."
Among the other celebrities supporting the telethon at the launch were Opshop musician Jason Kerrison, broadcaster Pippa Wetzell and Olympic gold medallist Hamish Carter.
Actor Martin Henderson and model Rachel Hunter also appeared by video link at the launch from Los Angeles.
"Now is obviously a time where New Zealanders at home and abroad can come to support Christchurch, and no way is too small," Henderson said.
People will be able to pledge money on the night by a toll-free phone call or online.
