You know those people in your community who just get it done? They don’t shout about it, they're too busy actually doing the thing - keeping the youth hub open, finding beds for rangatahi, holding space for the vulnerable and at risk when systems fail people.
They have deep lived experience. They know what their community needs because they're from that community. They hold the solutions. They've already proven they work.
And yet, often, they're still explaining themselves to rooms full of people who should already be leaning in. Still fighting for funding that should flow freely. Still invisible to the very systems they're trying to shift. That's the gap we exist to close. They are the bridges we build.
What we actually do
We sit with these leaders, in their spaces on their terms - and make something together. A film. Their story. Told the way they want it told.
Then we help their stories travel — across society and into rooms of power where their perspectives can influence decisons, build understanding and drive meaningful change.
Why we exist
To honour lived experience and long-term mahi
We create a safe, respectful platform where people and organisations working long-term in service of their community can share their stories in their own words, on their own terms. We celebrate and amplify their work — recognising the mana, persistence, care, and commitment required to operate in environments shaped by challenges far beyond their control. These are not “nice-to-haves” or short-term solutions; this is deep, relational work focused on long term societal change for more equitable and inclusive futures.
To build connection and collective strength
For many people on the frontline, the work can be isolating. Seeing others speak honestly about the same challenges creates recognition, validation, and solidarity. Our stories help people realise they are not alone — often sparking new relationships, collaborations, and shared support that lighten the load and strengthen impact. The stories become connectors, not just content.
To gently shift perspectives across wider society
Our stories are crafted to be compassionate, honest, and non-judgemental. They do not blame, shame, or guilt those who have not experienced these realities. Instead, they invite understanding by offering an authentic window into lives and work many people may never otherwise encounter. This approach allows perspectives to shift organically — influencing how people think, act, vote, and engage, both personally and collectively.
To provide strengths-based evidence of change already happening
Lots of Little Fires documents tangible, positive alternatives to the dominant narratives of failure often found in mainstream media. These stories act as qualitative evidence of social change that already exists — grounded, practical, and working. When people say “no one is doing anything about this,” we can point to real examples, offering insight into the how, why, and who behind meaningful change.
To act as an advocacy platform for people and kaupapa
By aligning ourselves with the people and organisations we film, we stand clearly as advocates for their work and their values. We help open doors to funding, collaboration, and opportunity — supporting sustainability, reducing pressure, and enabling greater long-term impact for the communities they serve.
To rebalance power and bring frontline voices into decision-making spaces
Our video stories carry lived experience, professional knowledge, and community wisdom into rooms where these voices are rarely invited — including spaces of policy, funding, and governance. In doing so, Lots of Little Fires challenges power imbalances by ensuring those most affected by decisions are present in the conversation. We hold power to account, while also offering grounded solutions rooted in equity, collectivism, and Te Tiriti o Waitangi.
Lots of Little Fires was born within the Waikato Wellbeing Project in 2023, now held by Seed Waikato and funded by the Len Reynolds Trust.
This mahi doesn't happen alone. We're supported by a small group of organisations who really get what we're trying to do - and why it can't be rushed or commodified. They trust the process. They back the kaupapa. They understand that systems change is slow, necessary work.
Our team
Our core team is just two people, but Lots of Little Fires sits under Seed Waikato and within a broad network of community organisations and leaders who walk alongside us. By aligning our values and working together, we contribute to shared successes that belong to all of us. Guided by the spirit of Te Tiriti o Waitangi and grounded in manaakitanga, Lots of Little Fires puts care, respect, and collective responsibility at the heart of everything we do.
Joe has spent more than twenty years working on the frontline in community-led development, education, human rights, youth work, advocacy, sports and music. He is salt of the earth — after four years busking the streets of New Zealand, Australia, and the UK, he developed a deep understanding of vulnerability, connection, and the power of story to shift perspectives and spark change. From all these experiences, and by blending the lessons and insights he gained along the way, he created Lots of Little Fires. Joe recognises what works, understands the kind of people who show up for others, and knows how to walk alongside communities rather than stand outside looking in. He doesn’t just talk about issues — he lives them, listens deeply, and sees the messy, real stuff most people miss. Joe shows up, rolls up his sleeves, and helps make space for those too often overlooked — all with humour, humility, and a lot of heart. He also writes and records the music for each story, adding another layer of empathy, emotion, and connection to the narratives he helps bring to life.
Murdoch is truly a one-man crew — cameraman, editor, sound engineer, and creative visionary all in one. He brings humility and care to every project, creating a space where people feel safe and comfortable sharing their stories. His work reflects the beauty of the hearts he films, capturing imagery that honours the dedication, commitment, and compassion of those making a difference in their communities. Without Murdoch our stories would not come to life.