Amelia Finlayson is on a mission to show that her striking beauty is not just skin deep.
The stunning blonde model - Max Key's girlfriend - is a finalist in the upcoming Miss Auckland pageant.
And along with the 18 other contenders set to battle it out for the coveted crown, the 19-year-old is undertaking a variety of charity and community work. Finlayson is volunteering at her old kindy, Torbay Kindergarten on Auckland's North Shore and, on a recent visit, she helped children with their artwork.
Finlayson is also raising funds for the pageant's official charity, Koru Care. Other organisations to benefit from contestants' fundraising include Starship Children's Hospital, Auckland Zoo and the Red Cross.
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Miss Auckland organiser Hannah Carson said contestants had to have more than natural beauty to take out the title at the Auckland Town Hall on September 19. The winner will represent Auckland in the Miss World New Zealand pageant.
"It is all about personality and involvement with charity and the community," Carson said.
Finlayson was among an initial 60 hopefuls who applied to take part in Miss Auckland.
The chosen 19 have busy schedules leading up to judging night. Carson said: "They have weekly rehearsals, public-speaking courses, a presenting course, a health and nutrition course, and fundraising for a charity."
Finlayson and Key created a stir last month when they posted online a video clip of their recent Hawaiian holiday. Prime Minister John Key was a reluctant star in the four-minute clip.
Finlayson didn't respond to an interview request - something Spy thinks she should reconsider if she wants to push for the crown and raise even more awareness of the charity side of the pageant.
And we think some more charity shots on her and Max's social media accounts would please the judges and their fans.