In rural New Zealand, community has always been the quiet thread that holds everything together. It’s there in the early morning milk run, in the neighbour who turns up when a fence goes down, and in the familiar faces at the local sale yards. For generations, that sense of connection has carried people through tough seasons - from droughts and floods to market crashes and family hardship.

But there’s one kind of storm that doesn’t always show on the radar: the struggle with mental health. In rural areas, where help can feel far away and silence can feel safer than speaking up, that struggle can be especially hard to face.

That’s why, this Gumboot Friday, communities across the country are coming together to talk, listen, and throw a few gumboots - all in the name of hope.

Since 2019, I Am Hope’s Gumboot Friday has become a symbol of grassroots change. What began as a simple idea - to give young people quick, free access to qualified counsellors - has grown into a nationwide movement.

This year, I Am Hope is marking a huge milestone: over $20 million paid to counsellors, funding more than 135,000 free counselling sessions for under-25s across Aotearoa. Behind every number is a young person who didn’t have to wait months for help, a family who could breathe a little easier, a conversation that might never have happened otherwise. Founder Mike King said the impact is deeply personal.

“For a young person in distress, days matter. Gumboot Friday exists to get kids off waitlists and in front of real counsellors, fast. Hitting the $20m mark isn’t about dollars - it’s about thousands of brave conversations that changed the trajectory of a young life.”

For rural communities, that message hits close to home. Long days, long distances, and the pressure to stay strong can make it hard to talk about mental health. However, the truth is, behind every farm gate and workshop door, are people facing the same doubts, worries, and weight that others do.

At Goldpine, we want to turn awareness into action, reminding people that checking in on your mates can start anywhere - even in a paddock or a sales yard

Gumboot Friday reminds New Zealanders that mental health is everyone’s business, not just the work of counsellors or doctors, but of families, teachers, employers, and neighbours. It’s a reminder that small communities have big hearts, and that even modest efforts can ripple outward in powerful ways.

At Goldpine stores across the country, Gumboot Friday has become a highlight of the calendar. A chance to connect, have a laugh, and raise awareness in a way that feels distinctly rural, and this November 7th is no different.

Goldpine is getting behind Gumboot Friday this year by setting up a gumboot throwing field in the yard at every Goldpine store on Friday, 7 November, during opening hours. The BBQ will be cranking from 12:00pm to 2:00pm, there’ll be unmissable prizes up for grabs, and most importantly: an opportunity to support youth mental health.

“We love seeing our customers come through and stop for a chat, especially on Gumboot Friday. You see people smiling, competing, laughing - it just gets those conversations flowing. That’s what it’s all about,” Goldpine NZ Sales Manager Chris Eggers said. “The hope is to see even more people come along this year, have a good time, have a few laughs, and have a crack at the title.”

Goldpine believes that looking after mental health doesn’t have to be a heavy or complicated thing - it can start with something as simple as throwing a boot and sharing a laugh. In many ways, the story of Gumboot Friday is one that rural New Zealand understands well: resilience, community, and coming together to support one another when times get tough. The ground can get muddy - literally and figuratively - but that’s never stopped rural people from getting on with the job, together.

Through their school visits and community outreach, I Am Hope’s youth ambassadors use language kids understand - showing them that feeling anxious or overwhelmed doesn’t make them broken. They share their own stories of struggle and strength, making vulnerability something to be proud of, not ashamed of.

“Our message in classrooms is simple,” Mike said. “Your inner critic isn’t the truth. When we’re honest about our own ups and downs, kids realise they’re not alone - and it becomes safe to talk.”

Mental health awareness through Gumboot Friday provides an opportunity to pause, look around, and remember that no one is alone in this. Every boot that’s thrown, every laugh that’s shared, every donation made helps build a future where no young person has to face their struggles in silence.

Because when communities come together - from the far north to the deep south, from big cities to back blocks - hope really does grow here.