Hospital network Dignity Health and its creative agency Eleven are attempting to start a national conversation and inspire a grassroots movement about kindness through its Vine Kindness campaign.
The Kind Vine campaign works by enlisting Vine celebs to spread random acts of kindness through social media, and, in turn, inspiring everyone to do the same.
"We have been highlighting acts of human kindness by harnessing the power of real stories, images and actions," says Mark Viden, director of digital strategy and brand management, Dignity Health.
"Kind Vines is one of the ways people can get involved by creating and sharing their own six-second kindness moments. The driving insight was a social behavior native to Vine, that people were already creating 'guerrilla acts of kindness.' "
Eleven enlisted vine celebs, including Comedian Chris and Eh Bee, to film themselves committing creative and funny guerrilla acts of kindness. These messages were tagged using the campaign hashtag (#KindVines) and included them asking their followers to make their own Kind Vines.
"Viners are a very unique community — they're artistic, creative and passionate," says Viden. "We wanted to tap into their existing passion to inspire more acts of kindness through Vine. Each Vine represents an act of kindness and a call-to-action. The Vines spell out our brand campaign, hellohumankindness, and each letter is a different instruction. For example, K is for Kind Ambush- a kind gesture out of nowhere."
Influencers are key to igniting this movement. "We reached out to celebrity Viners who shared an interest in the power that kindness has to help people heal," says Viden. "They were enthusiastic about the idea of translating the idea of a Kind Vine into their own style. The Viners leveraged our campaign hashtag and re-Vined our Vines to build more awareness with their followers."
At the same time, Dignity is offering several suggestions to get others started on their own kindness acts, such as "give encouragement," "be nice to a pet," "say thanks" or "compliment a stranger."
All of the Vines videos are grouped on social platforms, apps and via a Web site through the campaign hashtag #KindVines — in a dynamic grid format — that links back to Dignity Health's existing brand web site. In addition, all of the videos from the hashtag are featured on a separate site to provide access to everyone not on Vine.
"While the Vine community is very compassionate, it is still a growing social platform," says Viden. "In order to build reach, we aggregated the Vines on a responsive Web site, so that a broader audience would be able to enjoy and participate in the kindness movement." Dignity Health and Eleven also worked with Twitter to implement a complementary paid social strategy to boost Vine tweets to Dignity Health's 11,000+ strong community on Twitter.
Meanwhile, this campaign is part of the larger “Hello Humankindness” campaign Dignity Health and Eleven have been working on for just about a year. "We began by introducing the brand to our employees, physicians, and policy makers," says Viden. "We then tapped into the public by sharing with them real stories of human kindness in TV, Web video and radio.