Students share their ‘why’ for turning up to school

Collage of students talking about their why.

On this page

'My why' – the campaign
What you liked to watch
Why attendance matters

'My why' – the campaign#

The 'My why' campaign has been regularly posting short videos on TikTok, Instagram and Facebook. Each platform has a different focus. Content on Facebook is aimed at parents and caregivers. Posts on Instagram and TikTok are designed to connect directly with ākonga | students.

In each video, rangatahi | young people talk about their goals, their heroes, and the everyday joys that make school or kura worth showing up for. Some want to be lawyers, paramedics or rugby stars. Others just do not want to miss out on drawing, monkey bars or lunch with mates.

The campaign is part of a wider push to improve school attendance. It’s designed to be student-led, positive and relatable. It is a shift from traditional messaging that often focuses on rules and consequences.

What you liked to watch#

One of the most popular videos features Hapeta, who says he wants to be like his dad and Ardie Savea. It’s been viewed more than 32,000 times on TikTok and sparked thousands of interactions.

Another standout post celebrates students from Tauranga Boys’ College, Wellington East Girls’ College and Newlands Intermediate, sharing who they want to be like when they grow up, from Portia Woodman to Chris Martin from Coldplay.

We are tailoring each video to feel authentic and relatable using popular music, captions and humour that reflect how students communicate online.

What's your 'why'?

We’re talking to young people to understand how school and the community is helping them to achieve their aspirations – their ‘why’.

(Student) I really want harder mahi because all of it is just too easy.

(Interviewer) What do you love about school?

(Student) I love doing all the maths and getting hard equations all the time. Heaps of kids in kapa haka involved.

(Interviewer) Have you performed anywhere?

(Student) Last year we did this thing called Rā Whakangahau. We do heaps of melodies and hakas. You earn trophies and awards, presented in front of your parents and all of the schools that come to do it too. I enjoy how my teacher gives me hard work, and that we learn heaps of Māori.

(Interviewer) What do you want to do when you grow up?

(Student) I want to be like my dad. Start building, and then some construction. I want to be a kind leader, or a leader at kapa haka or your job.

(Interviewer) Any role models who you kind of look up to and you'd like to be like?

(Student) Ardie Savea, because I'm the number 8 and he's the number 8 for the All Blacks.

Safe celebration of our students#

All content is created with student and school consent, and we take privacy seriously. Before publishing, we review each video to limit identifiable details. The goal is to keep students safe while still celebrating their voices.

Why attendance matters#

Attendance is a key priority for us. Research shows that students who attend school or kura regularly are more likely to achieve their goals, whether that is passing NCEA, getting into tertiary study, or landing a job they love.

The 'My why' campaign is one way we are supporting schools and kura, whānau | families and communities to lift attendance in a way that feels hopeful, not heavy.

Watch more videos on the 'My why' page.

My 'why'

Education professionals

Parents and caregivers

Suppliers and providers

Our work

What's your 'why'?