In conjunction with its new ‘Look who’s nice’ campaign for its Hallmark Gold Crown retail outlets, Hallmark Cards in Kansas City, Mo., St. Louis-based public relations firm Fleishman-Hillard and Bruskin/Goldring Research, Edison, N.J. conducted a survey on niceness. More than 1,000 people nationwide were polled about who and what they consider nice.
From a list of five celebrities, Oprah Winfrey received the most votes (33 percent) as the nicest. Tom Hanks finished second with 21 percent. Rounding out the list of five were, in order, Rosie O’Donnell, Katie Couric and Martha Stewart.
The top vote getter not on the list of options given was Bill Cosby, followed in descending order by President Bill Clinton, Rev. Billy Graham, Mother Teresa and Michael Jordan.
Asked if they’re likely to hold a door open for someone else, 86 percent of respondents said they are. And while 65 percent said they’re likely to lend $20 to a friend or relative, only 43 percent said they are likely to be that nice about a $100 loan.
The most-appreciated act of kindness, according to the survey, is help jump-starting a stalled car.
The ‘Look who’s nice’ television and print campaign, created by Leo Burnett in Chicago, began April 7.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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