In 2024, as part of the Adelaide Festival, Rundle Mall hosted a special activation featuring Little Amal, a 3.5-metre puppet of a 10-year-old Syrian refugee girl. Little Amal has become a global symbol of human rights and hope, advocating for millions of children displaced by war, violence, and persecution. Her visit to Rundle Mall marked the final weekend of the Adelaide Festival, bringing a powerful message of empathy, unity, and awareness to one of Adelaide’s busiest shopping precincts.
Event Overview
On Friday 15 March, 2024, from 5 PM to 6 PM, visitors to Rundle Mall had the extraordinary opportunity to walk alongside Little Amal as part of her citywide expedition. Hundreds of shoppers, tourists, and city dwellers gathered to witness this iconic symbol of hope, joining her as she navigated the bustling retail space. Amal’s walk through Rundle Mall was a powerful reminder of the millions of children affected by displacement, and her presence sparked conversations about the global refugee crisis.
Activation Highlights
- A Symbol of Hope and Human Rights: Little Amal has been a beacon of awareness for displaced children since 2021. Having travelled through 15 countries and met by over two million people on the streets, her arrival in Adelaide continued this journey of raising awareness for the plight of refugee children.
- Community Engagement: The activation drew hundreds of visitors to Rundle Mall, inviting them to participate in a unique cultural and humanitarian experience. The walk created a moment of solidarity, offering the public a chance to engage with the festival’s broader themes of social justice and empathy.
- Art as Advocacy: Amal’s walks are not just performances but travelling festivals of hope and art. Her journey has raised over $1 million for The Amal Fund with Choose Love, which provides support for displaced children around the world. Her appearance in Rundle Mall allowed visitors to connect with this larger global cause.
This activation created a deeply meaningful intersection between art and social issues, drawing attention to Rundle Mall as a venue not just for commerce but for cultural and humanitarian engagement. Some key impacts included:
- Increased Foot Traffic: Hundreds of visitors were drawn to Rundle Mall to participate in Amal’s walk, boosting foot traffic during the evening event. This surge also benefited retailers by encouraging visitors to stay longer and explore the precinct.
- Cultural Significance: Hosting an event like this in the heart of Adelaide underscored Rundle Mall’s role as a central hub for cultural experiences. The event offered the local community a chance to reflect on global issues while engaging in an artistic experience.
- Media and Publicity: The activation received significant media coverage, highlighting Adelaide’s connection to a global movement for refugee rights. The presence of Little Amal, a symbol recognised worldwide, reinforced Rundle Mall’s reputation as a venue for high-profile and socially impactful events.
Little Amal’s walk through Rundle Mall as part of Adelaide Festival 2024 was more than just a performance; it was an inspiring call for awareness and empathy. This activation transformed the city’s premier shopping precinct into a stage for humanitarian advocacy, seamlessly blending culture, art, and social justice. By hosting this event, Rundle Mall not only contributed to the success of the Adelaide Festival but also cemented its role as a vibrant venue for meaningful, impactful experiences.
