AUKLAND, Monday: Jacinda’s groundbreaking Be Kind message has caught on globally after the PM first offered the stirring words in March – as Covid-19 closed in on NZ.
And she reinforced the message in yesterday’s Level 2 announcement, where these were her closing words: “Please be strong and be kind”.
Kindness had spread in both hemispheres to the poster trade – which quickly took up the PM’s earlier call with simple, resonant headlines (such as Community is Kindness).
The campaign was created by legendary London billsticker partnership, Jack Arts & Diabolical, and by Phantom Billstickers NZ.
“It’s ironic that the first global campaign to reach NZ via Phantom’s network wasn’t a multinational brand pitch but a message of hope.”
In the first week of May, Phantom became the vector of transmission in Aotearoa. “We joined forces with our billsticking sisters and brothers across the world, and began pasting their posters in our frames,” said Phantom founder/director Jim Wilson.
“Be Kind. Let’s Look Out For One Another is a timeless message – and one that’s more important than ever these days.
“It’s a bit ironic that the first global campaign to reach New Zealand via Phantom’s network wasn’t a multinational brand pitch but a message of hope.
“But when you think about it, posters are perfect for the task. They make the global local – and they connect with people in the communities they live within.
“And speaking on a personal level, it feels good to play our small part in spreading some positivity.”
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