TMW Unlimited and Simple Skincare launch new campaign to spread kindness with Little Mix and Ditch the Label

Simple have launched a new campaign, partnering with Little Mix for the third year in a row. Working alongside international youth charity Ditch the Label, the campaign which runs across Social, VOD, and Retail, aims to get people pledging to be kinder.

The #SimpleChooseKindness campaign sees each of the Little Mix members – Perrie Edwards, Leigh-Anne Pinnock, Jade Thirlwall, and Jesy Nelson – encouraging everyone to join in with their mission of spreading kindness. This year, the brand’s message of choosing kindness is all about taking action, whether that means tagging someone with a kind pic, or sharing a pledge to be kinder. Little Mix are kicking off the campaign by each sharing a pledge that’s personal to them, reflecting the causes they care about.   

“I think we all do small acts of kindness every day, whether that’s complimenting someone or being nice on social media. But, right now, kindness needs to stretch out far wider, standing up for people who need it, raising your voice, and making more of a difference in the world” says Jade Thirlwall. 

Additional content on Snapchat builds on the campaign message of positivity and self-confidence, featuring Jade – a Ditch the Label ambassador who knows just how important kindness is – in conversation with Little Mix. Jade reveals how bullying affected her, and how, with help from others, she managed to overcome it and is now working with the charity to ensure young people have the support they need. 

It seems there’s never been a more relevant time than now to spread the message of kindness – due to the coronavirus pandemic, the charity reports that between the lockdown period of March to May, support requests for Ditch the Label increased by 158 percent.

The #SimpleChooseKindness campaign shows off Simple’s new limited-edition range (that has a cool new metallic look, inspired by Little Mix) as well as directing people to Ditch the Label’s various helplines and supportive tools. 

For Tom Harman, creative director at TMW Unlimited, this third year of the Simple x Little Mix partnership represents an evolution in the brand’s purpose-led campaign, “We wanted ‘Choose Kindness’ to feel more like an everyday action, and not just another tagline. So, through the individual Little Mix pledges, we’re hoping to inspire our audience to pledge how they could be kinder in a way that’s personal to them.”  

Source: TMW Unlimited

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