Be Kind Lokai
Launching during Mental Health Awareness Month, I was briefed to write campaign copy for May 2022’s Be Kind Lokai bracelet, an exclusive design in the Live Lokai Membership. Taking inspiration from the bracelet’s smiley face design, my team and I created a 360 brand activation across all marketing channels around the simple idea of spreading kindness to others.
Images by Lia Lanzo
Make someone smile today
That line drove the heart of this campaign. While wearing the bracelet, we encouraged our Live Lokai members to do at least one kind thing for another person, showing how altruism is another way to find balance in the journey of life.
Life can feel hard at times. We all need to know good people are out there, encouraging the world to be a kinder place through their actions. Wear the Be Kind Lokai as a daily reminder to extend kindness to others. No act is too small when it leaves a big smile on someone’s face.
Play Be Kind Bingo with Lokai
Included with the bracelet, every customer received a Be Kind bingo board with a sheet of smiley-face stickers to mark the actions they completed. Each square featured a different act of kindness to perform.
Images by Lia Lanzo
We brought the Be Kind Lokai to the streets of New York City, passing out free bracelets and bingo boards. This activation was the first of its kind for the company.
Acquisition email to potential subscribers
Credits
Creative Director: Caitlin Kennedy Bradley
Graphic Designer: Lily Fulop
Photographer: Lia Lanzo