Stories of kindness from New Zealand and around the world will be shared across all social media platforms – Twitter, Instagram and Facebook – while the usual New Zealand destination content will be put on hold, in an unprecedented move.
“This is the first time we have ever rebranded our social channels with something other than New Zealand destination content,” says Brodie Reid, Director of Marketing New Zealand.
While this may seem a surprising decision for a tourism board, Brodie says that having a significant social platform denotes a responsibility and believes it is timely to take that on and spread kindness.
“In a year like 2020, celebrating kindness is more important than ever. We wanted to take time on World Kindness Day to remind people that despite a challenging year, kindness and caring are still at the core of us all,” says Brodie.
Twitter have come on as a partner for the day to support the global movement.
“It’s great to see Tourism New Zealand sharing this important message of kindness to mark World Kindness Day. This year has brought with it unchartered territory, which makes the day that extra bit special,” says Angus Keene, Head of Client Partnerships at Twitter Australia / New Zealand.
“This campaign reminds us that while many of us continue to be physically separated, we can still connect virtually and spread messages of kindness around the world. That’s a powerful message, and one we’re proud to support” says Angus.
People from around the world are also encouraged to join in with the day and show the positive side of humanity by posting their own stories of random acts of kindness using the hashtag #PureKindness