The Agenda | Vol. 15 | Kindness matters

JUNE 19, 2019 | THE AGENDA VOL. 15

Showing the world how impactful storytelling drives behavior

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In 15 editions of The Agenda, we’ve covered how communicators are addressing some pretty heavy topics, from racism to income inequality to the climate emergency. Our mission has always been to show readers how storytelling can drive behavior to change the world for the better, but we wouldn’t blame you for feeling sometimes like the challenges we face are insurmountable. That’s why, this month, we’re lightening things up a bit by seeking out campaigns built on kindness that will help restore your faith in humanity.

Speaking of storytellers changing the world for the better, the Impact Relations team is excited to share that three firms have joined our network as founding Impact Relations agencies, including Cleveland-based Prosper for Purpose and UK-based agencies Goodwork and Stand Agency. What does it mean to practice Impact Relations? Download our Evolving Guide to Impact Relations, here, to find out.

Developing leaders who make schools more welcoming and inclusive

Cleveland Leadership Center

Through its pro-bono consulting initiative for cause-based startups, The Prosper Project, Prosper For Purpose helped launch Dare2Care, a Cleveland nonprofit aiming to create a harassment-free environment for (LGBTQ) students. The initiative provides sponsored teens and teachers with opportunities to develop as compassionate leaders who can then help foster communities free of harassment, brutality and indifference toward LGBTQ youth. The Prosper team focused on executing a launch announcement, developing a social media presence that would educate and inspire Dare2Care supporters, and by establishing and advising a strong Board of Directors to lead the organization to success. They were able to increase the organization’s Twitter following by 151%, boosting engagements by more than 900%; generate 219,581 total impressions on Facebook; and increase total followers on Instagram by 62%.

Case Study: Dare2Care

The random good deeds ripple effect

#5daysforthegood via Instagram

Hamilton, Ontario, like many post-industrial cities in North America, has experienced a lot of change over the past couple decades, and with that has come a few growing pains. The team at local digital agency Jet Propelled was looking for a creative concept that would reflect its mission of being a net-positive contributor to the world, while showing love to its hometown and everyone who makes it special. The team came up with carrying out good deeds over five days (whittled down from an ambitious 100 days originally) and nominating another local business to pick up the torch to keep the momentum going. Jet Propelled created a landing page and how-to guide and embarked on their own Five Days for the Good.

Six weeks into the campaign, 14 organizations have participated and 70 days of goodness have been undertaken in Hamilton. Through Facebook, Instagram and Twitter, the campaign has generated 74,218 impressions, 3,750 video ThroughPlays, and reached 29, 284 unique users.

5 Days for the Good

Kindness goes retail 

Spark Kindness

Jennifer Garner just partnered with Walmart to launch a new initiative called Spark Kindness, designed to build on the countless acts of compassion already happening all around us and create a groundswell of good deeds across the United States. Garner, who is also an ambassador for Save The Children, will be documenting the projects in which she’s participating for her 6.3 million followers on Instagram, and highlighting those carried out by others that are tagged #SparkKindness. Walmart will be funding the good deeds of its team members and associates. With more than 4,700 stores and 1.5 million employees in the U.S., the potential for impact is vast. Stay tuned to our social channels for updates on the campaign.


Podcasts we love:

Global Weirding with Katharine Hayhoe: Katharine Hayhoe is a leading atmospheric scientist (and Canadian expat living in Texas) who also happens to be an evangelical Christian. In Global Weirding, she breaks down some of the biggest issues around climate change, including how to engage conservatives in a productive dialogue about it that shows them accepting climate change as real is not at odds with their beliefs.


Thanks for reading,

— Ashley Letts, Managing Editor

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