Print ad: Kindness Factory: Fondle Your Duck

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Kindness factory is a not-for-profit charity with a single mission - To educate the world on the benefits of being kind. In the lead up to World Kindness Day (Nov 16) the charity was very kindly given back up media space in magazines if paying brands didn’t take-up the placements. Good thing for us, they didn’t.

So, we rolled out a print campaign that promoted random acts of kindness via a series of Public Kindness Announcements. But it wasn’t a spray and pray approach. We worked very closely with our media partners to understand each magazine’s genre. We then carefully wrote and designed each ad to be specific, contextual and hyper targeted to the readership of each publication. Resulting in ads that felt like they had a deep understanding of the reader.