Wavemaker & VMLY&R Produce Kindness Factory’s First National Brand Campaign

Wavemaker & VMLY&R Produce Kindness Factory’s First National Brand Campaign

Published: November 10, 2022

WPP digital marketing agencies Wavemaker and VMLY&R helped Kindness Factory, a not-for-profit based in the USA, UK, and Australia, launch its first brand marketing campaign to raise awareness and drive action on World Kindness Day (November 13).

VMLY&R handled the creative aspect of the campaign, while the industry social purpose organization UnLtd oversaw the project from its earliest stages to completion.

“This partnership between Wavemaker, VMLY&R, UnLtd and Kindness Factory is the perfect example of the media industry coming together to create positive change,” said Jade Harley, director of partnerships at UnLtd. “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.”

Wavemaker provided Kindness Factory with $3 million-worth of pro-bono media placements across out-of-home, radio, music streaming, podcasting, magazines, newspapers, digital display, social, TV billboards and on-ground activations.

“Provoking positive change is a guiding principle for Wavemaker, in everything we do,” said Philippa Noilea-Tani, Wavemaker chief investment officer. “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.”

The unique brand campaign encourages random acts of kindness and sharing them with everyone on Kindness Factory’s website. Public Kindness Announcements are a display of these thought-provoking gestures, each one contributing to Kindness Factory’s ambitious goal of one million acts of kindness during the month of November.

Among publishers who have lent no-charge media placements are 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.

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As part of the campaign, Kindness Factory will release small and large format out-of-home advertisements, a specially-curated playlist, pop-up Kindness Factory café, personalized audio messages from high-profile supporters, the likes of Erin Molan and Fifi Box, and many other incredible treats.

As part of the campaign, Kindness Factory will release small and large format out-of-home advertisements, a specially-curated playlist, pop-up Kindness Factory café, personalized audio messages from high-profile supporters, the likes of Erin Molan and Fifi Box, and many other incredible treats.

"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,” Noilea-Tani added. 

“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.”

Here’s hoping Kindness Factory reaches its monthly goal and inspires kindness across the globe.

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