CHOOSE KINDNESS

Our goal is to translate Disney as a relatable entertainment brand that not only entertains but understands the plight of the youth it serves. With Choose Kindness, Disney encourages kids, families and communities to help put an end to bullying, be a witness to those who need it and stand up for others by choosing kindness. Traditionally the content around this initiative are live spots, blogs & articles and social media videos. This year we reframed the content, took a few creative risks, and crafted ten-minute pieces that feel more valuable, engaging, and shareable—while staying flexible enough to tailor spots for ABC, Freeform, Disney Channel, and Disney XD. The payoff? Delighted clients, happy talent, and spots that make the internet a little kinder.