Kindness Factory
Kindness Factory
public kindness announcements
How do you get the Australian public to give a damn about being kind to one another? With witty humour, of course.
On World Kindness Day we released tongue-in-cheek public service announcements, instructing the Australian public to log their act of kindness.
PRINT - long form
As part of the campaign we created long form prints that targeted contextually relevant newspapers or magazines. “Cross the damn line.” won BestAds’ top print of the week.
Radio
OOH
We placed some OOH in contextually relevant locations to match the copy, such as outside shopping malls, in the politics sections of newspapers, or next to highways.
results
83,469 ACTS of kindness logged in a single day (2528% increase)
280K in website traffic (2233% increase)
11 school session enquiries
9.6% increase in acts of kindness from 2022
Over $5m of donated media
Creative Director: Jack Delmonte
Creatives: Andrew Bao & Charlie Dejean