Coolabi will kick off Clangers for Kindness campaign on October 21.
Coolabi is to launch the largest ever creative marketing campaign for its Clangers brand.
Clangers for Kindness will kick off on October 21 and will take in TV and radio advertising, as well as YouTube, PR, sponsorship, digital, social media and blogger interaction.
Two ads will be produced – one brand and one product – which amplify Clangers’ feel good, positive and altruistic messaging. In addition, two unboxing films will launch simultaneously on YouTube.
The creative TV ads set the tone for the full campaign and are based on the show’s integral theme of kindness.
The radio campaign will take in 80 stations in November – including Heart FM and Magic FM – and will feature Clangers for Kindness listener stories, supported with retail vouchers and prize bundles.
The complementary PR campaign will reveal in-depth research into kindness in the UK, surveying families of preschoolers to find out more about how to nurture kindness.
Meanwhile, social media channels are using #ClangersForKindness to share the kind of things that Clangers fans do and suggest ideas of how to ‘Be a Kindness Star’.
Mumsnet is also running a sponsored campaign centred around a discussion on kindness, while there will be a blogger campaign to drive product reviews and competitions.
Coolabi is working with Kindness UK on the campaign, and founder David Jamilly commented: “The value of kindness cannot be understated enough, both in today’s world and whatever world the future brings.
“We’re very excited that the Clangers are spreading the kindness message.”
Jeremy Banks, Coolabi’s chief executive – pictured with director of content Mike Dee and head of marketing, Anya Hollis at BLE – added: “Our new multi-platform creative campaign, centred around kindness, is Clangers’ biggest and most exciting initiative to date.
“It is set to make a huge impact in the market and we’re completely delighted to be launching it with Kindness UK, to spread the Clangers message in such a positive way.”