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New endorsement deal is one of a kind


1 April 2021 at 4:59 pm
Luke Michael
Australians are being given the chance to experience the power of kindness through giving


Luke Michael | 1 April 2021 at 4:59 pm


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New endorsement deal is one of a kind
1 April 2021 at 4:59 pm

Australians are being given the chance to experience the power of kindness through giving

While many brands nowadays use social media influencers to promote their products, one organisation is on the hunt for 500 of the kindest people in Australia for an endorsement deal with a twist.    

Snacking brand KIND is launching in Australia and picking hundreds of ambassadors to receive a kindness pack with 100 KIND bars – but 99 of them have to be given away in an act of kindness. 

Those applying must explain how the 100 bars will help them continue to spread kindness, with the best 500 responses winning an endorsement.

KIND Australia general manager Matt Shortal said: “Sure, it might seem like a nutbar to some, but these small acts are important conversation starters. And that can be all it takes to create a kinder world.”

This giveaway forms part of a broader campaign to endorse people doing good work in the community.

KIND has already selected four “recruits” to front the brand – Father Bob Maguire from the Father Bob Maguire Foundation, youth disability advocate Bronte Hendricks, National Youth Commission principle ambassador Elvis Martin, and Pets of the Homeless founder Yvonne Hong.

Ebony Gaylor is the managing director of DOA, a social cause consultancy helping with the campaign.

She said the campaign was about helping to spread kindness and grabbing the nation’s attention by doing things a bit differently.  

“It’s not that we are against the instafamous and the vainglorious in our society, we just want kindness to be seen as a virtue and this is our opportunity to put it on a pedestal,” Gaylor said. 

You can find out more about the campaign here.


Luke Michael  |  Journalist  |  @luke_michael96

Luke Michael is a journalist at Pro Bono News covering the social sector.

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