Kind and D.O.A launch ‘Kind Endorsed’ campaign in Australia

International snack food brand, Kind, has launched its first ever Australian promotional campaign in conjunction with Decade of Action (D.O.A).

Founded in 2004 by American social entrepreneur Daniel Lubetzky, what began as a line of premium fruit and nut bars sparked the creation of a new snacking category, with a strong social mission.

While globally Kind has a strong social mission called the Kind Movement, Kind in Australia has established a new social movement: Kind Endorsed.

Starting today, Kind Australia will endorse the people and communities that “embody the values of Kind and are seen to be working towards a more positive future for everyone”.

They have handpicked four ‘Kind Recruits’ who will front the campaign. These individuals have been recognised for their grassroots work and day-to-day kindness. They are: Bronte Hendricks, Youth Disability advocate/ co-founder of Stellar Experiences; Yvonne Hong, founder Pets Of The Homeless;
Elvis Martin, principle ambassador for National Youth Commission; and Father Bob Maguire, The Father Bob Maguire Foundation.

Each individual has been paid for their endorsement deal. With that money going towards their respective charities and causes. They have also been given Kind Snack Bars to share throughout their communities as they see fit.

Kind is now searching for 500 more ‘kind’ Australians. These individuals will be provided 100 Kind bars, of which they must then give 99 away.

Kind Australia general manager, Matt Shortal, said: “There is certainly no shortage of people in Australia reflecting the amazing and diverse ways kindness can come to life, we are really excited to sign our first four Kind Endorsed recruits.”

D.O.A managing partner, Ebony Gaylor, said that the Kind Endorsements shows that campaigns don’t have to be about a “million dollar Instagram” posts.

“The simple act of shifting who brands endorse sends a signal to the industry that brands need to be about more than selling the fear of missing out,” she said. “And the same goes with kindness. It’s the everyday acts that create a future we all want to be part of.”

D.O.A is a social cause consultancy founded in June 2020 by Gaylor, Thinkerbell’s Adam Ferrier and Margie Reid.


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