On World Kindness Day, This Organization Erected 3 Walls Across the Globe to Spark Love, Not Hate

Kindness.org spreads warmth with an activation and digital campaign

Kindness.org asks the world to spread good vibes today and always.
Headshot of Katie Richards

A small act of kindness can go a long way. On World Kindness Day (Nov. 13), one-year-old organization kindness.org wants to show people everywhere—through an online campaign and on-the-ground activations—that contributing an act of kindness not only makes the world a better place, but it actually improves your overall well-being, too.

The organization partnered with Oxford University in April and conducted a survey of 691 people across 39 countries. Each participant had to perform one act of kindness a day for one week. According to the survey, “kindness intervention had a positive effect on well-being and positive social emotions.” 

“We set out to confirm, via science, that even the smallest acts of kindness can impact societies. The data continues to support our hypothesis, and we’re excited to continue exploring this idea through our community and our research collaboration with Oxford University,” Jaclyn Lindsey, kindness.org co-founder, said.

To capitalize on its findings, kindness.org partnered with Confidant to spread kindness across the globe. On World Kindness Day, kindness.org erected three “kindness walls” in New York’s Times Square, London and Cape Town. The walls are essentially big murals that people can write on and essentially pledge to spread kindness wherever they go.

“The idea behind it is trying to activate people to put kind words out into the world and that will take place at our physical events as well online in a digital experience we are creating. No matter where you are or where you live, you have an opportunity to participate in this idea,” Lindsey said.

Outside of its three walls, kindness.org also created a major digital campaign to spread its message. The organization created a series of digital videos featuring some pretty adorable animated characters. In the spots there are some animated blobs of color, who write messages of love and support, and some sad, colorless blobs who wander around, looking hopeless. When a message of kindness hits the colorless blobs, everything changes. Kind words suddenly brighten the blobs right up.

“We wanted to see if there was a way to tell this story of kindness through imagery. A lot of what we have done from the beginning is created these really artistic characters that try and show the different faces of kindness, but not focus on gender, ethnicity or skin color,” Lindsey explained. “We just want to show that kindness can look any way you want it to. When we started architecting this particular campaign with Confidant I think they were able to take who are, the real personality behind kindness.org, and try and tell that story in a way that honored the brand and what we try and communicate.”

Added Lindsey: “We are really hoping by putting this out there, there will be some mindfulness cultivated with everyone who engages with it to just think twice about what words we are saying and how we are using them.”


@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.
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