People For Good Campaign by Zulu Alpha Kilo + Media Experts
23/11/15
‘People For Good’ is a social movement created to inspire Canadians to be nicer to one another. 

Credits

Client: People For Good

Creative Directors: Zak Mroueh, Joseph Bonnici

Art Directors: Mooren Bofill, Mark Bovey, Mark Francolini

Designer: Mooren Bofill

Writers: George Ault (English), Martin Belanger (French)

Photographer: Sheeren Mroueh

 

Description

‘People For Good’ is a social movement created to inspire Canadians to be nicer to one another. With $15 million in donated media space, the campaign was presented via print, outdoor advertising, radio, television, online and as a downloadable app. As a result, tens of thou - sands joined the movement: teenagers brought it to schools, seniors hung posters in their retirement residences, school boards added it to lesson plans. It even inspired a spin-off called the Toronto Etiquette Project. According to an Ipsos poll, 30% of Canadians heard the message across the country.