Prime Minister John Key launched the Christchurch Earthquake Appeal this afternoon.
The global fundraiser is for the recovery effort in the city and greater Canterbury region.
Key says he has been humbled by the outpouring of help and assistance from around the world.
"This new appeal gives people another means of donating to the people of Christchurch and the recovery effort," he said.
Key said the appeal will complement others such as the Red Cross and Salvation Army charity drives.
"It's my intention that the government will work alongside these organisations to make sure the funds are used in the best possible way."
Key said government departments at home, and around the world, will be throwing their weight behind the appeal.
Key is encouraging New Zealanders to give generously to Christchurch.
"Every little bit helps - every donation, no matter how small, will be welcomed."
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