A big, gentle reminder.
We’re all guilty of being unkind sometimes. Whether that’s honking an L-plater or leaving your mum on “Read” for days.
We took these relatable moments and pitched “Public Kindness Announcements” — the first ever brand campaign for not-for-profit the Kindness Factory — to help change the world one kind act at a time.
We crafted over 50 hyper contextual messages in an irreverent tone across print, OOH, radio and social — taking out Radio of the Month and Print ad of the Week on Best Ads.
Gardening magazines
We took out full-page ads to craft long copy stories about kindness in magazines…
Home decor magazines
Car magazines
Gossip magazines
Cooking magazines
In newspapers, we disguised our Public Kindness Announcements as real headlines…
On radio, we reminded people not to be jerks on the road.
And in OOH, we created really big (but gentle) reminders that were oddly specific.
Roadside billboard near the Brisbane Cricket Ground, The Gabba.
Roadside billboard on Milton road near the XXXX Brewery. XXXX is colloquially referred to as the "Milton Mango".
Roadside billboard on the way to the airport.