KidsCan and Droga5 ANZ have launched a new campaign to show the impact that poverty can have on a child’s ability to get to school.
Titled ‘Reflections’, 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, going without warm clothing or proper footwear can have consequences that go beyond discomfort. For some children, it can mean not attending school at all.
Reflects the consequence
‘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, says Droga5 ANZ.
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 (DOOH), Lumo Subtle, Meta and weather-triggered dynamic DOOH, 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.
Hard to look away from
Julie Chapman, KidsCan founder and CEO, says: “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.”
James Conner and Christie Cooper, executive creative directors at Droga5 ANZ, say: “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.”
The campaign will run across New Zealand until October 11.
Credits
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
The post KidsCan and Droga5 launch new campaign on how poverty keeps children from school appeared first on stoppress.co.nz.
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