Growing Up In New Zealand x The Univesity of Auckland x Vans
// Concept & Copy //
The country’s largest longitudinal study needed to remind its rangatahi the transformative power of their data.
Data you can run, skate and change the world in.
2023 marked 13 years of the country’s largest longitudinal study, Growing Up in New Zealand; a project led by the University of Auckland that’s been tracking 6,000 Kiwi kids since before birth to help shape the future of Aotearoa.
Over the years, the study’s findings have become massively influential in informing the likes of social policy, government initiatives and even the vitamins in our food. But these things don’t mean much to a 13-year-old – especially as they grow older and more independent and less interested.
Our brief was to help the University of Auckland reconnect with its young participants and show them how powerful their involvement in the study is in a way that feels relevant to their own worlds.
From their feelings around independence to the causes they’re most passionate about — every element of these shoes was crafted to reflect their data and feelings about the world back at them.
We launched the shoes via a microsite, launch film, social assets and an email campaign for the lucky winners.
As a result of the campaign, we were able to re-engage over 190 families back with the study, arm its on-the-ground crew with a whole suite of digital storytelling tools to explain its importance to participants, and reignite the excitement — and significance — of being involved in the first place.
