Campaign Objective

We want to flood social media with inspiring, honest acts of kindness that celebrate human connection. This open call invites creators to tell stories or capture moments that show kindness in action. We’re aiming for videos that not only feel good to watch but spark something deeper. We seek radical creativity and outside-the-box approaches allowing viewers to see kindness as a bridge, a way to make the world feel a little more united, one act at a time.

Vision

This campaign is your chance to tell a story that matters, to show the impact of kindness between people who don’t usually connect. We're calling for short, powerful video stories that reflect real moments of compassion. The catch? The act has to be directed toward someone who’s different from you in some way. Show us kindness crossing borders, breaking barriers, and rewriting the script on who “belongs.”

This call is open to all types of video—whether it’s a documentary, fiction, animation, stop motion, experimental art film, or any other genre that lets your creativity shine. We’re seeking unique storytelling approaches and innovative formats that bring acts of kindness to life in captivating ways.

We’re looking for bold creators—think emerging filmmakers, storytellers, influencers, and those who see the world a little differently. This call goes out to people who can see the power of kindness and know how to tell a story that will resonate.

Key Message

Kindness is a bridge. It connects us, transforms us, and makes the world a more compassionate place. One act at a time.

Target Audience

This campaign is designed to reach a global audience, with a core focus on individuals aged 18-35, regardless of gender.

Deliverables

• Format: We are aiming for short videos (up to 3 minutes). Ideally, these would be 15-90 second vertical videos, min. 1080x1920 pixels, 6:19 ratio, optimized for social platforms (Instagram and TikTok).

• Language: If the video features text or speech, it should either be in English, or have English subtitles. 

• Originality: You can submit both new, original content, as well as existing works that fit the theme of the open call and are not subject to exclusive rights.

• Bold, Heartfelt, and Real: It’s kindness, but not your average feel-good video. We want videos that hit home, that make people pause and reflect.

• Authentic and Inclusive: Show diversity, genuine connections, and the beauty of differences coming together.

• Inspiring but Grounded: We’re creating hope, but with a realness that makes it feel attainable.

We ARE looking for videos that:

• Depict a world where values such as belonging, care, unity, solidarity, compassion and community are center stage;

• Show people working together to bridge divides, with an emphasis on dignity, connection, community, compassion, friendship, love and joy;

• Are “evergreen”—there is no reference to current news and events, politicians, etc.

• Are impactful—provoke action or empathy; are understandable by the general public; bring a meaningful message; possess a degree of playful provocation and/or humor.

• Are hopeful—science tells us that provoking an emotional response should be done carefully, as people will shut down or not respond if we simply evoke sadness, guilt or fear. In the context of general desensitization, campaigns that cause positive emotions – such as awe or hope – are most effective.

We are NOT looking for videos that:

• Portray and reinforce negative stereotypes, present people as victims, or do not respect human dignity;

• Focus on victimhood/saviourism, or emphasize suffering, desperation and peril; 

• Contain trademarked imagery, visual elements or text (е.g. logos, brands, popular slogans, etc.), or unlicensed music;

• Contain offensive language, imagery, hate speech or discrimination of any kind.

We’re inviting creators to jump in and make kindness the connective tissue in our communities. Let’s inspire people to reach out, cross divides, and make the world feel a little more whole.

The moment

Why now? Because we’re living in an era of incredible social contrast—more connected than ever, yet often feeling worlds apart. But beneath it all, one simple act of kindness has the power to bring us back together. When we step out of our echo chambers and extend compassion to those who look, think, or believe differently than we do, something powerful happens. We understand. We empathize. We grow closer.

This campaign is about flipping the script on division and using creativity to bring more kindness into the world, a world that needs it more than ever.

The Power of Kindness

Kindness—defined as the act of showing compassion, generosity, and consideration toward others—is not just a feel-good ideal; it is a powerful social connector, grounded in neuroscience, psychology, and evolutionary biology. Studies reveal the significant impact of kindness on our mental health, physical well-being, and social cohesion.

Kindness is proven to boost mental health by reducing anxiety and increasing happiness. Studies show that small acts of kindness release oxytocin—the “love hormone”—which promotes bonding and trust, lowers blood pressure, and reduces stress, creating a calm and positive impact on both giver and receiver. Endorphins released during these acts provide a “helper’s high,” uplifting mood, reducing anxiety, and forming a cycle that encourages further kind behavior.

On a societal level, kindness bridges divides by fostering empathy and building trust across different backgrounds and perspectives. Witnessing or experiencing kindness can inspire others to act similarly, creating a ripple effect that reduces prejudice and promotes inclusion. When we show kindness to someone, especially someone different from us, it signals safety and trust, which has a calming effect on both parties. Kindness, even when manifested in small gestures, mitigates fear and promotes openness to others. Regular exposure to kindness can even reduce implicit biases. 

Research also shows that kindness can strengthen resilience and community bonds, especially during times of adversity, leading to greater empathy, stability, and a stronger sense of connectedness within diverse groups.

Learn more about the science of kindness here, here and here. 

Further Inspiration

Random Acts of Kindness

Kindness.org

Other Resources

Fine Acts 
Fine Acts is a global nonprofit creative studio for social impact. Our work – from public art interventions, through videos, installations, books, board games and illustrations, to experimental formats – is rooted in hope, joy, and openness. Fine Acts’ campaigns and art actions aim to foster public understanding and engagement on a vast range of social and environmental issues; we also work to support and empower organizations across the globe through tailored creative work.

A.W.E.
A.W.E. empowers creatives who are challenging the norms, thriving in community, building common understandings, and igniting AWE in the world we live in.

We are thrilled to present our jury, composed of the Fine Acts and A.W.E. teams, alongside a remarkable group of professionals, as follows:

Anita Doron

Born into a family of mountaineering engineers in Transcarpathia, Anita Doron is an award-winning Canadian-Hungarian writer and director. Her movies have screened at the Toronto International Film Festival, SXSW and at the International Film Festival Rotterdam. The Lesser Blessed, which she wrote and directed, received a Canadian Screen Award nomination for Best Adapted Screenplay. 

Anita wrote the screenplay for the Academy Award and Golden Globe nominated "The Breadwinner", won a Canadian Screen Award and was nominated for an Annie Award and a Humanitas Prize for her work on the film.

Anita is a Senior TED Fellow.

Usman Riaz 

TED Senior Fellow Usman Riaz is the Founder of Mano Animation Studios, Pakistan’s first hand-drawn animation studio. 

A versatile creative, Usman has excelled across multiple fields, from music to filmmaking. Usman is a Berklee College of Music scholarship recipient. In film, Usman wrote, directed, and scored short films such as RUCKUS and The Waves—the latter being an Official

Selection at the 2013 New York City Independent Film Festival.

His most ambitious project, The Glassworker, marks a pivotal moment for Pakistani cinema and traditional animation, emphasizing hand-drawn artistry in an era dominated by CGI. The Glassworker has been submitted as Pakistan's official entry to the 2025 Oscars.

Sav Rodgers

Originally from Kansas, Sav Rodgers is a filmmaker, screenwriter, and pop culture documentarian whose feature directorial debut CHASING CHASING AMY (Tribeca ‘23) explores the complicated legacy of Chasing Amy (1997) and its profound impression on his life. 

The TED Talk he gave in 2018 kickstarted this filmmaking journey, and spurred the writing of scripts that center on highly specific, surprising stories about queer people. His screenplays have been recognized by GLAAD, Outfest, ScreenCraft, among others. 

Named to Forbes’ 30 Under 30 Media List in 2024, Sav is also the Founder and Executive Director of the Transgender Film Center, a nonprofit aiming to help trans creators bring finished films to audiences around the world.

Robert Peterpaul

Robert Peterpaul is an award-winning actor, writer and journalist with a passion for storytelling and spreading kindness. He is the director of social media marketing at Kindness.org – an organization which uses science to unlock the power of kindness.

His theater highlights include Beauty and the Beast and Jersey Boys; on-screen he’s been in TV shows like CBS's BULL, ABC’s PAN AM and The Late Show with Stephen Colbert, and films like James Franco and Netflix's King Cobra, SONY's What Happened Last Night, and most recently Amazon’s Sitting in Bars with Cake.

Robert is the author of the podcast "The art of kindness with Robert Peterpaul,” which was signed by The Broadway Podcast Network and now ranks in the top 2% of podcasts globally.