In 2022 VML worked with Kindness factory to promote world World Kindness Day (Nov 13). The aim; to promote random acts of kindness via a series of Public Kindness Announcements featuring bold and thought-provoking messages encouraging people to be kind to others. The goal was to generate one million acts of kindness across the month of November, helping to make the country a kinder place. 
This was then repeated in 2023, with a twist: using some of the 83,469 acts logged onto the Kindness Factory website and turning them into the next round of ads. 
The design task was to help translate the cheeky tone into a range of digital and print designs.
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