Since it was launched in 2004, wholesome snack brand, Kind, has been on a mission to make the world a little kinder one snack and one act at a time. So its first ever-first Australian brand campaign has a unique kindness twist.
With its agency, D.O.A., the company has established a new social movement, KIND Endorsed, which runs in parallel with the brand’s global social mission, the KIND Movement. KIND Endorsed is, as the name suggests, an endorsement campaign. But it doesn’t follow the usual format. Rather than creating billion-dollar endorsement deals, insta-famous sponsorships or paid endorsements through sporting stars, KIND Australia is endorsingthe everyday people and communities that embody the values of KIND and are seen to be working towards a more positive future for everyone.
To start, KIND and D.O.A. have handpicked four KIND Recruits who will front the campaign. These individuals have been recognised for their grassroots work and day-to-day kindness.
Bronte Hendricks, Youth Disability Advocate/ Co-Founder of Stellar Experiences
Elvis Martin, Principle Ambassador for National Youth Commission
Father Bob Maguire, The Father Bob Maguire Foundation
Yvonne Hong, Founder Pets Of The Homeless
Each individual has been paid for their endorsement deal. With that money going towards their respective charities and causes. They have also been given KIND Snack Bars to share throughout their communities as they see fit.
Now, KIND is on the search for 500 more “kind” Australians to be rewarded and recognised. These individuals will be provided 100 KIND bars – with a catch… as an act of kindness they must pledge to give 99 away.
KIND Australia general manager, Matt Shortal, stated, “We love the way KIND Australia can build on the momentum of the global KIND Movement. There is certainly no shortage of people in Australia reflecting the amazing and diverse ways kindness can come to life, we are really excited to sign our first four KIND Endorsed recruits.”
Ebony Gaylor, managing partner, D.O.A., added, “KIND Endorsements shows that campaigns don’t have to be about a million dollar Instagram posts. The simple act of shifting who brands endorse sends a signal to the industry that brands need to be about more than selling the fear of missing out. And the same goes with kindness. It’s the everyday acts that create a future we all want to be part of.”
Learn more about KIND Endorsed or get involved here.
