Social Movement of the DDB kind

DDB   OMD SINGAPORE   INTEGRATED CAMPAIGN

• DDB and SKM launch Kindness campaign
• Celebrates World Kindness Day
• Through-the-line campaign

Singapore - Today sees the culmination of DDB Singapore and Singapore Kindness Movement's (SKM) efforts in a campaign for World Kindness Day, after the agency was appointed to promote awareness and galvanise Singaporeans into action.

DDB handled the strategic direction, marketing counsel and creative development for the through-the-line campaign. At the heart of the campaign are two unconventional reality TVC spots, while it also comprises other vehicles such as print, online, radio, below-the-line and event.

Media duties are handled by OMD Singapore.

Reality TV played a big part in the campaign, with kindness ambushes sprung on people. These videos were then edited for broadcast on national TV, in cinema halls, across outdoor plasmas and on social media.

Online and social media played an important part in getting participation. Visitors to the kindness site were encouraged to launch their own kindness ambushes on their worthy friends, and upload for all to watch.

The site is linked to Facebook and Twitter, where a fan page and account set up enabled further engagement. 

"We are excited by this campaign because it is genuine and empowering. Kindness impacts everyone, and it can be shared easily with a smile or a simple act. If we can multiply this, we have done well as Singaporeans," said Teh Thien Yew, general manager, Singapore Kindness Movement Secretariat.

"The campaign is built around Kindness Attacks where a group of people would pick a person they all agreed was consistently kind and gracious and attack him or her with gerbera daisies.

"DDB Singapore and SKM set the tone with three such films that are now playing on national television and are spreading over the Internet. We're delighted that the SKM website is being flooded with Kindness Attack videos that people from all walks of life have created, filmed and shared," Joji Jacob, executive creative director, DDB Singapore, said.

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