RAK Initiative 2016

RAK Logo

RAK Cards

Building on the foundation of a viral, spontaneous act of positivity, Brent Lindeque, a young South African man turned the reckless drinking game #neknominaitons on it’s head, by using his nomination to instead, perform a random act of kindness. By giving a homeless man a $2 meal, and using the power of social media to “pay-it-forward” his nomination went viral and to date has been viewed over 780,000 times.

More importantly it spawned thousands of similar videos, reaching and physically improving millions of lives and in addition created 3 dedicated feeding schemes in Canada, the USA and Ireland that are still running today.

While the act of being charitable and doing good, is a natural one for most of us, it is often simply too difficult to fit into our daily work schedules. The beauty of the #RAK16 movement, is its’ genuine simplicity.

We all have the power to Change Everything by simply Changing One Thing. A small act of kindness can change your own daily reality, which is as simple as paying for someone’s coffee, or parting with a pair of old shoes you never wear.

#RAK15 collectively trended for more than 2 months & reached over 90 million people.

Skills: Art Direction, Campaign
Client: RAK Initiative 2016