Media industry donates $3m in ad space for Kindness Factory’s first ever national brand campaign
Kindness Factory, a not-for-profit raising funds for educational programs that promote kindness, has launched its first-ever brand marketing campaign to raise awareness and drive action on World Kindness Day (13 November) in partnership with WPP agencies Wavemaker and VMLY&R, as well as UnLtd.
Through the organisation’s pro-bono relationship with media agency Wavemaker, Kindness Factory has secured more than $3 million in no-charge media placements spanning out-of-home, radio, music streaming, podcasting, magazines, newspapers, digital display, social, TV billboards and on-ground activations.
The creative execution for the campaign was lead by VMLY&R, with industry social purpose organisation UnLtd steering the project throughout its development.
The campaign aims to promote random acts of kindness via a series of Public Kindness Announcements featuring big, eye-catching and thought-provoking messages encouraging people to be kind and attentive to the people around them. Its goal is to generate one million acts of kindness across the month of November, helping to make the country a kinder place.
Publishers who supported the campaign with no-charge media include Nine, SCA, Nova, Spotify, oOh!, Scentre, Shopper, Alliance Outdoor, Australian Community Media, Are Media, News, Twitter, LinkedIn, Twitch, Snapchat, Yahoo, Mamamia, DailyMail, Australian Traffic Network and Pinterest.
Campaign activity includes a curated Kindness Factory playlist, pop-up Kindness Factory café, small and large format out-of-home placement in all markets across the country, Kindness Factory branded radio traffic updates, personalised Kindness Factory audio messages from high-profile kindness supporters Erin Molan and Fifi Box, editorial coverage across major Australian masthead brands, on-air mentions with Fitzy, Wippa and Sandra Sully, homepage placement on major digital sites in the lead-up to and around World Kindness Day, and podcast content and interviews.
Jade Harley, director of partnerships at UnLtd, said: “This partnership between Wavemaker, VMLY&R, UnLtd and Kindness Factory is the perfect example of the media industry coming together to create positive change. It’s been an absolute pleasure to work with such passionate teams with the common goal of encouraging Australians to be kinder to each other.”
Wavemaker chief investment officer Philippa Noilea-Tani added: “Provoking positive change is a guiding principle for Wavemaker, in everything we do. 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. When I came across Kindness Factory’s Kath Koschel and her story at my second bootcamp as a Marketing Academy scholar, I instantly felt we needed to get involved and help scale the movement of kindness at a time when the world needs it most. This gives more Wavemakers the opportunity to engage in the not-for-profit sector and truly meaningful work that can change the world for the better. 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 couple of ‘P Platers’ cop a few less angry horns while changing lanes, we’ll be stoked. Call your mum!“
Kindess Factory founder Kath Koschel added: “Kindness is more important now than it has ever been before and we are so thrilled to have been guided to launch this campaign with the best in the business – we are so grateful to Wavemaker, VMLY&R and UnLtd for their incredible support. Our mission as an organisation is to make the world a kinder place and there is no doubt in my mind that this campaign will amplify our voice to continue to work towards this”.
Listen to the one of the radio executions below.
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topics
Jack Delmonte
Jade Harley
Kath Koschel
Kindess Factory
Philippa Noilea-Tani
UnLtd
VMLY&R
Wavemaker
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