Sir Ashley Bloomfield, the former Director-General of Health who led New Zealand’s public health response during the COVID-19 pandemic, has accepted a new role as an ambassador for Barnardos Aotearoa, the national children’s charity announced today.
A respected figure in public health with a stated commitment to equity and child wellbeing, Sir Ashley brings considerable experience to the organisation. Barnardos Aotearoa stated that Sir Ashley, who has been a private donor to the charity for years, was drawn to the formal role by its focus on addressing barriers faced by children and families (whānau).
“Barnardos has been part of New Zealand’s landscape for over 55 years,” Sir Ashley said in a statement. “This role is an opportunity to contribute to something that clearly makes a difference. At its core, this work is about fairness – giving every child in Aotearoa, no matter their circumstances, the chance to live a full and bright life.”
In his ambassadorial capacity, Sir Ashley is expected to help raise the profile of Barnardos’ work, assist in building partnerships, and advocate for continued investment in services supporting children (tamariki) and young people (rangatahi).
Barnardos Aotearoa Chief Executive Matt Reid welcomed the appointment, highlighting Sir Ashley’s background and public standing.
“Sir Ashley’s leadership, integrity, and deep commitment to creating a better future for tamariki make him an incredible advocate for our work,” Mr Reid said. “His influence will help amplify our message, strengthen connections, and ensure that the voices of tamariki and whānau are heard.”
Beyond advocacy, Sir Ashley will also participate in a major fundraising initiative, the Barnardos Aotearoa Brighter Futures Challenge. In October 2025, he plans to join a 10-day trek along the Great Wall of China to raise funds for the charity’s 0800 What’s Up helpline, a free counselling service for children and teenagers.
“I love walking and tramping,” Sir Ashley noted, encouraging others to consider joining the fundraising trek. “Together, we can make a lasting difference in the lives of tamariki.”
Sir Ashley Bloomfield served as Director-General of Health from June 2018 to July 2022. He was appointed a Knights Companion of the New Zealand Order of Merit (KNZM) in the 2023 New Year Honours for his services to public health.
Barnardos Aotearoa operates across child and family social services, early childhood education, and systemic advocacy. The organisation focuses on issues such as family poverty, family violence, mental health and wellbeing, and access to education and housing.