For World Kindness Day, KIND Snacks and its creative agencies launched a multi-channel campaign across outdoor, PR, and social, celebrating the UK’s unsung heroes who have inspired kindness in their communities.
Led by agencies Revolt and Ready10, the campaign launched a nationwide search for nominations of kindness, which ended with a celebration of the UK’s ultimate ‘KIND Hero’ and ‘Stories of Kindness’ billboards.
Placed at bus shelters and Underground sites across London, the ‘Stories of Kindness’ OOH creative shared real stories of kindness from across the city.
Revolt’s creative team developed the work by searching for stories of acts of kindness. They then interviewed the people who had posted the stories to understand the story, which were then turned into short copywritten tales.
In tandem with the OOH, Ready10 ran an extensive judging process to select the ultimate KIND Hero, which resulted in 20-year-old Sebbie Hall from Lichfield being chosen and celebrated with a six-foot high statue in his likeness, revealed by Tower Bridge in London on World Kindness Day.
Sam Wainwright from KIND, said: ‘At KIND, our goal is to help people be kinder to their bodies through our snacks and communities by inspiring more acts of kindness. Over the past two years of running this campaign, we’ve discovered that everyone has their own example of an incredible selfless act that has profoundly impacted them. This platform allows us to spotlight just a handful of those stories and connect with people at the same time. Whether that’s through billboards, statues, or simply by handing out KIND bars with positive notes on the street. We aim to inspire even more kindness in our communities.’
This is the campaign’s second year, building on the launch across the UK last year.
Featured image: KIND bars / Instagram
