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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.

As part of the campaign we created long form prints that targeted contextually relevant newspapers or magazines. 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.

83,469 acts of kindness logged in a single day (2528% increase)
280K in website traffic (2233% increase)
11 school session enquiries
Over $5m of donated media