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: 15-90 second vertical video, 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: We are predominantly looking for new, original content. Existing works that fit the theme of the open call and are not subject to exclusive rights are also permissible, however, they either shouldn’t have been published before, or you need to post them again within the submission window, and tag us. 

• 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.