Droga5 ANZ unveils Reflections campaign for KidsCan

KidsCan has launched Reflections, an out-of-home, digital, and social campaign created by Droga5 ANZ, part of Accenture Song, highlighting the impact poverty can have on a child's ability to get to school.

The campaign runs across New Zealand from now until October 11, responding to financial pressure facing many families, with 84% of schools reporting families are under high or extreme financial strain. For some children, lacking warm clothing or proper footwear can prevent them from attending school.

Reflections uses unwearable children's shoes paired with the reflection of the child unable to get to school. Executions include "talking shoes" and shoes without laces, using footwear to represent material hardship and its impact on learning.

The campaign runs 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 call to action asks people to donate $30 a month to help provide children with the basics needed to get to school and keep learning.

Julie Chapman, Founder and CEO of KidsCan, said: “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, said: “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.”

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