Would You Rather Wake Up to a Blaring Alarm or an Adorable Puppy?

[youtube https://www.youtube.com/watch?v=Jras5-jPHak?enablejsapi=1&]

If the Dalai Lama and Barack Obama already gave a shout-out to your ad campaign, what can you possibly do as an encore?

Keep spreading the love, says San Francisco-based ad agency Eleven Inc.

The agency, working for healthcare and hospital giant Dignity Health, just launched a new phase of its Hello Humankindness campaign. This time, the star is an app called Rise & Smile, which allows users to wake up to “small moments of joy” instead of obnoxious alarm tones. The app’s video content is crowdsourced from around the world; it includes images of adorable puppies, good deeds and happy grandmas.

In other words, they’re brief, lovely pictures that would melt even the most cynical heart.

A beta test of the app for Android and iOS snagged 2,000-plus downloads.

A second digital element of Hello Humankindness, which is debuting simultaneously, is called Kind Vines. This aims to capture random acts of selflessness from popular Vine personalities and everyday folks. The video snippets are being shared under the #KindVines Twitter tag and aggregated on KindVines.org. So far, some of the videos show a front-door surprise party for a pizza delivery guy and strangers cheering on a first-time bicycle rider.

Vine videos from influential posters like Comedian Chris and Eh Bee have already racked up more than 30,000 Likes and 10,000 revines.

“We wanted to do something that’s different from a traditional marketing campaign,” said Mike McKay, chief creative officer at marketing agency Eleven, which also has Apple on its roster. “This makes people feel good –-it’s more of a movement than an ad.”

The branding and marketing campaign dubbed Hello Humankindness started last summer. It was built on the concept that humanity gets lost in today’s bureaucratic and impersonal health care system, and that everyone could use a reminder to reach out and be kind. It was always intended to extend beyond doctors, nurses and health care providers to the general public.

Executives at Eleven created commercials from various videotaped acts of heroism and empathy and encouraged people to submit altruistic stories of their own.

“We didn’t want to just say, ‘This is what we stand for,’” McKay said. “We wanted to show what we stand for.”

Obama hailed the program, as did the Dalai Lama, who sat with Dignity Health’s CEO Lloyd Dean for a discussion about compassion and ethics in business. Even late night television noticed; Jay Leno created a parody ad of a good Samaritan helping an elderly woman cross a busy street.

The initial phase of the campaign featured TV, radio, billboards, bus wraps, digital and other advertising that was widely shared on social media. This new wave is digital and social media-based: Expect another round of Hello Humankindness in a few months centered on a young boy with a life-threatening illness and a quirky bucket list.

ZazzMe

Would You Rather Wake Up to a Blaring Alarm or an Adorable Puppy?

by Staff • June 6, 2018

From Eh Bee:

From Comedian Chris:

Submitted by users:

Related Posts

Post navigation