New campaign reminds people that everyday acts of kindness have prepared them for a far bigger calling
November 11, 2021 – World Kindness Day is happening November 13th, 2021 and UNESCO’s Mahatma Gandhi Institute of Education for Peace and Sustainable Development has enlisted cleansheet communications to help its hopeful message go global.
“Cleansheet’s ability to tell simple, inclusive stories that touch hearts globally caught our attention,” says the program’s youth specialist Abel Caine, referring to work like cleansheet’s “Wheels” spot which has been viewed almost 300 million times organically. “When what’s at stake is the world itself, you want world class talent,” noted Caine, who also spearheads their on-going #KindnessMatters global initiative.
World Kindness Day, is challenging the world’s youth to achieve UNESCO’s 17 Sustainable Development Goals - like eliminating poverty, hunger, gender equality and climate change - through transformative acts of kindness.
To inspire just that, cleansheet worked with UNESCO MGIEP and Faze Media to create a digital campaign to remind people that their everyday acts of kindness have been preparing them for this bigger calling – the world itself. By reminding people how good it feels to save a ladybug from a pool, pick a bottle off a beach or volunteer at a soup kitchen, the campaign then ups the ante by suggesting they could enjoy that feeling on a global scale.
“Every day, people engage in tiny little acts of kindness”, says Neil McOstrich, Chief Storytelling Officer at cleansheet. “All we’ve done is suggest that that feeling can be supersized to the world itself.”
The campaign was developed in conjunction with UNESCO MGIEP and global youth partner Faze Media. The five-execution video campaign will run online globally. Watch the UNESCO - World Kindness Day videos here.
Founded in 2005, cleansheet is an independently owned, full-service communications company with clients from packaged goods, to retail, to government to worthy causes across Canada and in the US. Our philosophy is best captured in our name. When we created cleansheet, we started with a clean sheet, a vision and a desire to do things differently and better for clients. We felt clients had unmet needs and we created a new model to service them.
About Faze Media:
Faze Media is a Canadian-based media company with a mission to inspire, support and empower teens and young adults. Launched in 2000 Faze offers its readers insightful looks at real life issues, people, technology, travel, mental health and well-being and more.
About UNESCO MGIEP:
UNESCO is the United Nations Educational, Scientific and Cultural Organization. It seeks to build peace through international cooperation in Education, the Sciences and Culture. UNESCO's programmes contribute to the achievement of the Sustainable Development Goals defined in Agenda 2030, adopted by the UN General Assembly in 2015. UNESCO MGIEP focuses on achieving the UN sustainable development goal 4.7 towards education for building peaceful and sustainable societies across the world by developing programs that promote social and emotional learning, innovate digital pedagogies and empower the youth.