In the newest installment of Airbnb's "Is Mankind?" campaign, the client premiered "Daily Kindness Bulletin" yesterday, a highlighting positive news stories, in contrast to grim headlines that tend to dominate the news cycle.
Yesterday, the show's first episode premiered on the advertiser's YouTube channel. At six minutes and 30 seconds, it featured three stories: a man able to walk for the first time in two years; a pitbull acting as guide for his blind terrior buddy; and the 116th birthday of a generous Brooklyn woman.
The show comes after last week's inspirational spot from TBWA/Chiat/Day (which some people poked fun at). The overall campaign aims to point out the human kindness that allows strangers to welcome others into their homes.
According to the company, it commissioned a study in the U.S., U.K. and Australia, in which participants said that most to all people they know are kind. But when they were asked about society in general, the number dropped to less than half. The study also found that people prefer reading positive over negative stories by a ratio of 10 to one. Airbnb consulted Dr. Emiliana Simon-Thomas, the science director of the Greater Good Science Center at UC Berkeley, to create the show. When negative news gets a disproportionate amount of coverage, Dr. Simon-Thomas said, the knock-on effect is a perpetuation of an overzealous, cynical view of humanity.
Former BBC journalist Peter Sissons will host the show through July 28.