The advertising and media industry is backing kindness.
More than 50 companies across the industry are supporting behind Kindness Factory’s #onesmallact campaign for World Kindness Day November 13.
The campaign, co-ordinated by social purpose organisation UnLtd, encourages everyone to celebrate World Kindness Day by doing one small act of kindness and logging their act on the Kindness Factory website.
“No one is going to argue with kindness, particularly after the year we’ve all had! It’s been fantastic to experience such industry-wide enthusiasm to support this incredibly simple, but hugely powerful initiative," says Louise Pay, key account director at UnLtd.
Kindness Factory was formed by Kath Koschel, a former professional athlete who broke her back twice; once while playing cricket for New South Wales and once after being hit by a drunk-driver while training for an Ironman after recovering from her first broken back.
She has lost her partner, nearly had her leg amputated and has had to teach herself how to walk again three times, all before turning 25.
Rather than letting her challenges defy her, she set herself on a mission of kindness and launched a global movement and non-profit, Kindness Factory.
Merkel and JustEggs have supported the campaign by creating assets and providing social media support. ACM, ARN, Broadsheet, Carsales, JCDecaux, LinkedIn, Nine, SCA, Shopper Media, Tonic Health Media and WIN are supporting through media inventory and editorial coverage.
Facebook, Google, GroupM, IPG, OMD, TikTok and Verizon Media are organising internal activations on the day.
Ben Walker, CEO at Shopper Media Group: “A small act of kindness takes very little effort but can make a huge difference to the person receiving it. We are so proud to be supporting this campaign and helping spread the message of kindness at a time when the world definitely needs some.”