Kindess Factory Launches First-Ever Brand Campaign With Wavemaker, VMLY&R

Not-for-profit organisation Kindness Factory has launched its first-ever brand marketing campaign with WPP agencies, Wavemaker and VMLY&R, in partnership with UnLtd.

The campaign is designed to raise awareness and drive action on World Kindness Day (13 November — mark it in your diaries), and saw Wavemaker secure AU$3 million of no-charge media placement across out-of-home, radio, music streaming, podcasting, magazines, newspapers, digital display, social, TV billboards, and on-ground activations.

VMLY&R led the creative execution of the campaign, with industry social purpose organisation UnLtd steering the project from inception to fruition.

The first-of-its-kind brand campaign for Kindness Factory aims to promote random acts of kindness via a series of Public Kindness Announcements featuring big, bold, 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.

“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,” said Jade Harley, director of partnerships at UnLtd.

Publishers including 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, have supported the campaign with no-charge ad placements.

Activity included 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.

Wavemaker’s 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’s 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!“

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