People of Avondale
I Love Avondale is a grassroots community movement using storytelling to uplift and connect one of Auckland’s most diverse suburbs. Their signature “People of Avondale” portrait series celebrates the authentic stories of locals - residents, business owners, and everyday people who work or play in Avondale - through compelling photographs and personal narratives.
Launched by local Dayne Smith and inspired by ‘Humans of New York,’ the series is shared widely via social media and displayed as a monthly-updated public gallery on Great North Road, turning public spaces into neighbourhood storytelling billboards. The aim is to foster community pride, bridge differences, and offer genuine representation for Avondale in a suburb that - despite rich cultures and growing numbers - can face social isolation and disconnection.
“For us growing up, everyone knew everyone. Those were the days where you went to the local school. I felt a sense of safety, family, community.” — Pania Taka‑Brown
Impact
It has also attracted partnerships with creative organisations such as Crescendo Trust, which now operates a youth-run recording and podcast studio in central Avondale.
People of Avondale has redefined how Avondale is seen — turning perception from deficit to pride. Locals now associate the project with community celebration and representation, and visiting audiences recognise Avondale as a hub of storytelling and cultural diversity. The series has strengthened intergenerational ties, inspired schools and local events to use storytelling as connection tools, and served as an example for other Auckland neighbourhoods developing community-led narrative projects.
Influence
It has helped seed the broader I Love Avondale movement, which has grown from a social media storytelling project into a recognised community-led development initiative.
The kaupapa has supported or helped catalyse practical responses like community dinners (Feed the Streets), the Free Guys “pay what you can” food hub, and local breakfast clubs, all aimed at connection, dignity, and food security.
By building trust and visibility, People of Avondale has opened doors for deeper partnerships between locals, schools, youth mentoring organisations, and services (for example, contributing to the Te Whau Hapori mentoring programme in local schools).
People of Avondale has shifted how the neighbourhood sees itself and how others see it, by consistently telling local stories with pride and nuance.
It has created a public platform where diverse residents share their lives, struggles, and joys, which strengthens local identity and sense of belonging.
By focusing on everyday people the series highlights Avondale as a place rich in culture, resilience, and creativity.
Organisation
People of Avondale is a storytelling project by I Love Avondale, a grassroots charitable trust dedicated to “showing and growing the good in our hood” through community development and connection. Founded in 2014 by Dayne Smith, the organisation has grown from a local social media page into a wide-reaching community initiative with three interlinked strands: Kai Avondale (food support), Pātiki Hubs (youth programmes), and Storytelling, which hosts the People of Avondale series.
Its core purpose is to raise mental health literacy and strengthen self-advocacy within the Deaf community while promoting inclusion in mainstream services.
The project also aims to normalise mental wellbeing conversations in NZSL spaces, encouraging peer support and self-care as community-strengthening acts rather than signs of weakness.
Purpose
“Avondale is one of the most culturally rich suburbs in Auckland. A diverse community with many different ethnicities, cultures, values and stories to share.”
Context and challenges
Avondale, one of Auckland’s most diverse suburbs, has often been portrayed negatively in mainstream media. Local residents and leaders felt that news coverage focused on crime and conflict rather than the vibrant community life of the area. The People of Avondale project emerged as a direct response to this imbalance - to reclaim and reshape the suburb’s public narrative through its own people.
In addition, rapid urban transformation driven by Te Hono (Avondale’s new community hub) and Kāinga Ora housing developments has created a sense of both pride and anxiety among locals, making authentic local storytelling crucial to maintaining identity and belonging during this period of change.
What makes it stand out
Inspired by Humans of New York, the series offers a hyper-local version: portraits and short narratives of residents displayed online and in physical public spaces. The standout element is its format — turning a development site fence in the town centre (managed by Eke Panuku) into a public outdoor gallery. Stories and portraits are updated monthly, grounding Avondale’s regeneration in the lived experiences of its own people.
The creators emphasise collaborative production: stories are captured by and about locals, ensuring that representation comes from within the community rather than outside observers.
Top advice for others
Focus on achieving change with the community, not to it. Connect with locals, work on their terms, and let ongoing feedback shape and sustain the project.”
Why
it works
It works because it’s authentic, visual, and participatory. By grounding the project in people’s real stories - told informally and locally - it builds trust and curiosity. The open-air gallery format transforms urban spaces into storytelling venues, allowing residents to see themselves reflected in places they walk past daily.