Wavemaker and VMLY&R are Making 'Kindness Service Announcements'

In the lead-up to World Kindness Day (Nov 13) Wavemaker & VMLY&R have created a first-of-its-kind brand campaign for the Kindness Factory that aims to promote random acts of kindness via a series of Public Kindness Announcements featuring bold and thought-provoking messages encouraging people to be kind to others. Its goal is to generate one million acts of kindness across the month of November, helping to make the country a kinder place.

The campaign launched with hyper contextual radio, magazine, newspaper, and digital OOHs to encourage everyday Australians to be more kind:

• Radio: Three 30” spots in a stereotypical government PSA style, alluding to a message of severe importance just to remind people to be kind. 
• Magazine: Targeted full-page spreads in motor, home, gardening, gossip, and food magazines that talk specifically to the readership in a hyper-contextual way. 
• Digital OOH: Headline-driven roadside OOHs targeting poor driving etiquette.
• Newspaper: Highly targeted headline-driven PSAs disguised as real news headlines. 
  
  
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Commenting on the campaign, Kath Koschel, Founder and CEO of Kindness Factory, said: “At the very heart of Kindness Factory is the drive for the world to be kinder. We do this through our school curriculum and our community acts, which have proven to have a long-term benefit on one’s social, mental and physical state. This World Kindness Day, we set out to spread the word and benefits of being kind, by encouraging small acts of kindness — because from small things, big things grow. Testament to the ‘Public Kindness Announcements’ idea and campaign; it’s simple, bold, drives action and creates a smile. From the very first concept to the last piece of despatched artwork, the VMLY&R team nailed it every time, and they had us laughing along the way. It’s designed to stop you, make you think, inspire you to take action and give you a chuckle. We are so proud of the work. It’s been a joy to work with decent, kind people and we can’t wait to see the public’s response, and the benefits of a kinder world. This is only just the beginning.”

Wavemaker chief investment officer Philippa Noilea-Tani added: “Provoking positive change is a guiding principle for Wavemaker. There are things in this world out of our control. How we treat others isn’t one of them. What we say, what we do and how we treat others is always our choice. It’s been great working with the not-for-profit sector and making truly meaningful work that can spark change. It’s been incredibly rewarding to see our industry come together and make this happen.”

Jack Delmonte, VMLY&R creative director, said: “We absolutely jumped at the chance to work with the wonderful humans behind Kindness Factory. Positive change and a healthy mindset towards others is a mantra we care deeply about here at VMLY&R. It’s always a cosy feeling when we get to use our powers for good. We had oodles of fun creating this campaign. If it helps a few more elderly folks get a seat on the train or a couple of ‘P Platers’ cop a few less angry horns, we’ll be stoked. Call your mum!”