KidsCan and Droga5 ANZ transform Auckland’s ‘Boy Walking’ sculpture to spotlight child poverty in New Zealand
Kidscan and Droga5 ANZ have launched a new campaign dressing the iconic ‘Boy Walking’ sculpture in Kidscan clothing, symbolising the 157,000 children living in material hardship across Aotearoa.
The announcement:
KidsCan and Droga5 ANZ, part of Accenture Song, have joined forces to create a powerful new awareness campaign, Boy Walking, shining a light on the 157,000 children living in material hardship across Aotearoa.
New Zealand’s children charity, KidsCan, believes every child deserves to be warm, dry, and ready to learn. So as part of the campaign, KidsCan has dressed the landmark Auckland sculpture, Boy Walking, in a KidsCan jacket and shoes. Keeping him warm and dry for Spring, and showing the struggle faced by children who go without the basics every day. Droga5 ANZ led the creative development of the initiative, transforming a public artwork into a poignant symbol of childhood resilience.
Created by New Zealand-born and internationally acclaimed artist Ronnie van Hout, Boy Walking stands 5.6 metres tall and depicts a child striding confidently through Potters Park. Van Hout describes the work as representing a confident young person in a moment of transition and movement – someone always learning and moving forward.
The striking installation will be live in Potters Park, Auckland until 19 October, accompanied by PR coverage, outdoor, and social activity to drive nationwide awareness and donations. So far this year, the charity has provided over 38,000 pairs of shoes and 58,000 jackets to children around New Zealand – but the need keeps growing. Currently, 58 schools are on the waitlist for support.
KidsCan Charitable Trust appreciates Boy Walking artist Ronnie Van Hout and Auckland Council for supporting this initiative.
To donate visit: www.kidscan.org.nz
Julie Chapman, KidsCan CEO and founder, says – “Boy Walking is a symbol of resilience and hope. By dressing him in KidsCan clothing, we want to remind New Zealanders that too many children are still missing out on the essentials most of us take for granted. A small monthly donation can make a huge difference – helping us reach more kids who need our support.”
Damon Stapleton, chief creative officer, Droga5 ANZ, says – “Boy Walking has always captured public attention. Now, dressed in a KidsCan jacket and shoes, he’s walking on behalf of the thousands of children who face hardship daily. His size reflects the scale of the issue, making it impossible to ignore.”
CAMPAIGN CREDITS:
Client: KidsCan
CEO and Founder: Julie Chapman
Chief Operating Officer: Lisa Andrews
Individual Giving Marketing Manager: Leigh Jeffs
Media and Communications Manager: Laura KingCreative Agency: Droga5 ANZ, part of Accenture Song
NZ Lead of Accenture Song, CEO of Droga5 Aotearoa: Storm Day
Chief Creative Officer: Damon Stapleton & Barbara Humphries
Executive Creative Director: Christie Cooper & James Conner
Senior Art Director: Erin Clarke
Senior Copywriter: Kat Menary
GM & Executive Producer: Rosie Grayson
Integrated Producer: Callum Crabb
Design Lead: Lucinda Fortescue-Hansen
Group Business Director: James AllanMedia Agency: OMD
Head of Planning: Chrissy Payne
Account Manager: Andy VernonProduction Company: The Supreme Group
Design, full production & install of Boy WalkingProduction Company: The Post Office
Content and OOH Imagery
Source: Catfish Media
