What better way to epitomise kindness than to celebrate the kindness of others? ‘My KIND Hero’ was year two of a consumer competition led by KIND to find and crown the UK’s kindest person and create a statue in the honour; placing them amongst the greats in London.
We set on a national search to find the UK’s very kindest person – #myKINDHero – asking people to nominate their neighbours for the opportunity to be imortalised with the greatest honour – a life-size statue of themselves, revealed by the famous Tower Bridge on World Kindness Day.
Our campaign drove 222 pieces of coverage across launch and crowning of our hero, including 3 pieces of broadcast
Over 500 engaged with the campaign to nominate their own KIND Hero’s and our clever use of free talent social posts generated almost 230,000 views
What’s more, 41% of people asked, said the campaign made them think more favourably about KIND
