New Zealander of the Year Mike King says he's "overwhelmed" with the support his I AM HOPE Facebook campaign has received.
For every Kiwi who adds the 'I AM HOPE' frame to their profile pic, Kiwibank will donate $1 to Mr King's #gumbootupnz fund.
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This goes towards young New Zealanders getting free mental health counselling. People can also donate through the Givealittle page.
"Our Give a Little page is going nuts lately with Gumboot Friday donations!" he posted to Facebook on Wednesday.
"We are overwhelmed with your support for this event and will keep you all posted with how and when you can donate for the big day!"
So far, 21,000 people have used the frame, and Kiwibank has committed up to $50,000 in donations.
A spokesperson for the bank says it partnered with Mike King because his cause aligns with its vision for New Zealand.
"Kiwibank believes in good mental health support for our most vulnerable young Kiwis."
Kiwibank brand manager Kim waghorn said "the response has blown [them] away".
"We were hoping it would reach 20,000 people, but it's already reached the 21,000 mark!"
The first Gumboot Friday will occur on April 5, 2019. Participants are encouraged to take pictures of themselves wearing gumboots and donate a gold coin to support those suffering with mental health issues.
The gumboots symbolise how depression can be like trudging through mud.