Canadians are generally perceived by both themselves and by others abroad, as nice, friendly and polite people.
To a greater or lesser extent, that’s probably true. Still, there’s always room for improvement.
give up your seat on the bus, or just hold a door
open. All it takes is a small gesture to brighten
someone’s mood. Help make the world a better place,
one small gesture at a time…join the movement
© Zulu Apha Kilo
A campaign lead by Toronto, Ontario, creative agency Zulu Alpha Kilo, working closely with the Montreal agency, Media Experts, is trying to do just.
They are encouraging people just to be a little friendlier, a little more polite and generous.
The campaign is called “People for Good”.
Mike Sutton is president of Zulu Alpha Kilo
ListenThe idea is that just simple tiny acts of kindness, or generosity, or simple friendliness will trickle through society making it a more pleasant place to be for everyone.
The agencies develop this campaign in the same way they would create commercials and advertisements for paying clients.
at the next person you see. © Zulu Alpha Kilo
The difference is that here there is no “sales pitch” there’s nothing to buy, there’s no “deal” or cost, no money required. Instead the “product” they’re promoting is simply goodness.
The adverts suggest people might give up their seat on transit to someone more in need, or simply say hello to strangers, or that a smile or wave can go a long way to making people feel better. Its similar in many ways to another concept known as “random acts of kindness”
Begun two years ago, the Canadian campaign has been enjoying great success as many media outlets have offered free billboard space or broadcast time for the announcements, time and space worth millions of dollars
As Zulu Alpha Kilo president Mike Sutton says, “it a 15-million dollar free campaign”.
He also says there has been interest from abroad about the campaign. He notes some schools in the US want to use materials from the campaign, and early on they were contacted by groups in Australia wanted to start the campaign in that country.
Mr Sutton, says the campaign will continue as long as they continue to get offers to help out from other media and positive response from the public. He adds, that even those involved in creating the campaign have noticed a positive change in themselves and in others around them.
People for good TV announcement
PEOPLE FOR GOOD website
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