Keeping tamariki safe, one whānau at a time.

Tags for Good Charitable Trust is a registered New Zealand charity dedicated to removing financial barriers to first aid education and child safety for whānau across Aotearoa.

We started as a small product company selling rainbow safety tags for prams and strollers. Today, every product we sell funds free and low-cost child safety education and first aid training for the whānau who need it most.

Our Mission

Our mission is to empower parents and caregivers to protect tamariki through affordable first aid training and child safety education — with a core focus on removing financial barriers for whānau across Aotearoa.

"No whānau should be unable to protect their tamariki because they couldn't afford the training. That's why we exist."

— Jessica Yaxley, Founder & Lead Trustee

Our Values

• Access for all — Every whānau deserves access to life-saving knowledge, regardless of their financial situation.
• Community first — We work alongside the communities we serve, not above them.
• Mana-affirming — We celebrate the capability and confidence of every whānau.
• Fully transparent — We are open about how every dollar is used and where it goes.

Our Trustees

• Jessica Yaxley — Founder & Lead Trustee
• Katene Gilbert — Trustee & Safeguarding Lead
• Deborah Grimes — Trustee

Registered Charitable Trust

Tags for Good Charitable Trust is a registered New Zealand charitable organisation (Registration TAG73526). All proceeds from product sales are directed to our free and low-cost programmes for whānau across Aotearoa.

Empowering whānau · Aotearoa New Zealand · Registered Charitable Trust