​Kindness Factory is a not-for-profit charity with a single mission — to change the world one kind act at a time. In the lead up to World Kindness Day we promoted acts of kindness. But this was no spray and pray approach — it was via a series of Public Kindness Announcements. The campaign included over 50 individual pieces of hyper contextual assets that ran across magazines, newspapers, OOH, radio and social. Each execution was bespokenly written for exactly where the communication was. All in a playfully irreverent tone, something completely unexpected for a message about kindness. But that’s exactly why it worked. ​