KidsCan launches new campaign via Droga5 showing how poverty keeps kids from school

KidsCan in New Zealand has launched Reflections, a new out-of-home, digital and social campaign created by Droga5 ANZ, part of Accenture Song, to make visible the impact that poverty can have on a child’s ability to get to school.

Launching across New Zealand from now until October 11th the campaign responds to the financial pressure many families are facing, with 84% of schools reporting that families are currently under high or extreme financial strain. For some children, going without warm clothing or proper footwear can mean more than discomfort; it can stop them showing up to school altogether.

Reflections brings that consequence to life through a simple and arresting visual idea: unwearable children’s shoes paired with the reflection of the child who is no longer able to get to school to learn. From “talking shoes” to shoes without laces, each image uses footwear as a direct symbol of material hardship and its knock-on effect on learning.

The work will run across digital out-of-home, Lumo Subtle, Meta and weather-triggered dynamic digital out-of-home, supported by a landing page update and social activity. The campaign’s call to action asks people to donate $30 a month to help provide the basics children need to get to school, keep learning and thrive.

Says Julie Chapman, Founder and CEO of KidsCan: “When families are struggling to afford everyday essentials, things like a good pair of shoes can become out of reach. But without suitable shoes, children can face very real barriers to getting to school and taking part once they’re there. Reflections is a powerful reminder of what a pair of shoes can mean for a child, and the difference having the essentials they need can make to their ability to show up, take part and learn.”

Adds James Conner and Christie Cooper, Executive Creative Directors at Droga5 ANZ: “The idea behind Reflections is deliberately simple: if kids don’t have the basics, they stop showing up. By showing only the shoes and the reflection of the child who should be there, the campaign turns absence into something visible, immediate and hard to look away from.”

Creative Agency: Droga5 ANZ, part of Accenture Song
Co-Chief Creative Officers: Damon Stapleton & Barbara Humphries
Executive Creative Directors: James Conner & Christie Cooper
Senior Art Director: Erin Clarke
Senior Copywriter: Kat Menary
Principal Director: Steve Kane
Head of Business Management: James Allan
Senior Business Director: Danny Murphy
Business Manager: Lily Tootill
Head of Strategy: Stevie Weber
Head of Integrated Production: T Bielawa
Integrated Producer: Esther Watkins
Studio Designer: Vivian Heng

Media Agency: OMD
Head of Planning: Chrissy Payne
Account Manager: Andy Vernon

Production
Motion GFX Animator: Simon Wade
Photographer: Kayle Lawson
Producer: Nika Januszkiewicz
Retoucher: SixtyFour

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