Airbnb extends 'Is Mankind?' campaign with BBC-style newsroom issuing bulletins on acts of kindness
Airbnb has extended its ‘Mankind’ campaign with the creation of a newsroom from which ex-BBC journalist Peter Sissons is issuing daily bulletins through YouTube on acts of kindness from around the world.
It comes after Airbnb found itself mocked for an advert which featured a waddling baby and voiceover asking “is man kind, are we good?” and encouraging people to “go see, look through their windows, sit at their tables and sleep in their beds” to discover how kind people can be.
It was dubbed creepy by many and parodied by a few, but defiant Airbnb commissioned research to prove that people do believe society has become unkind.
In fact, it found that 67 per cent believe people have become more unkind in their lifetimes.
But “by sharing their homes and welcoming guests from around the world, people have fast discovered that kindness is entrenched in humanity, that people can trust one another and enjoy exploring the world,” explained James McClure, country manager for Airbnb UK & Ireland.
McClure stressed that this is the point of the ‘Mankind’ ad, which might have been missed with press poised to poke fun its metaphors.
“[The] campaign shows that if we look at the world as a child again, we can be reminded of our natural sense of courage and kindness; that we can feel safe and loved and like adventure is waiting around every corner.”
The ‘Airbnb Daily Kindness Bulletin’ will look to emphasise this with the positive stories that do not make it into the daily news agenda.
The first video tells three stories, firstly of a paralysed man, Simon Kingsley, who was given the chance to walk again for a singing audition. Viewers also hear about an adopted blind dog and a community which threw a birthday party for oldest woman in the world.
The content will air on the brand’s YouTube channel exclusively from the 22 – 28 July.