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Outdoor
Kindness Factory: “Sledges” - Billboard near the Melbourne Cricket Ground
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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 13, we ran an OOH campaign across New South Wales, Victoria, and Queensland. The campaign promoted random acts of kindness via a series of Public Kindness Announcements. We created really big (but gentle) reminders that were highly targeted based on the surroundings of the billboard itself. For the billboard located right near the XXXX brewery on Milton road, in Milton QLD, we reminded people to be kind and share their “Milton Mangos” — the local’s lingo for a can of XXXX Gold beer. On highways towards airports, our billboards kindly asked soon-to-be aisle and window passengers to think of the poor people sandwiched in the middle seat, by imploring them to donate an armrest. And for billboards near “The Gabba”, the famous Brisbane Cricket Ground, we asked people to be kind and “ease up on the sledges” even if it’s just for an innings (in cricket, “sledging” is the common practice of hurling insults at opponents in order to get under their skin).
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