Spreading Kindness, One Poem at a Time

PA Humanities tapped Maven to help raise awareness of the organization’s rebrand and signature initiative, the PA Kindness Poem Project. Inspired by Amanda Gorman, the year-long PA Kindness Poem Project invited Pennsylvanians from across the state to share messages of generosity, unity, healing, reconciliation, and peace on social media. The messages of hope were used by Philadelphia Poet Laureate Trapeta B. Mayson to create a citizen-inspired poem, “Kindness Lives Here,” released on World Kindness Day 2021.

Maven worked with PA Humanities to produce a video recitation of the poem featuring notable Pennsylvanians from throughout the state – including PA First Lady Frances Wolf, PA Second Lady Gisele Fetterman, famed Flyers mascot Gritty, racing legend Mario Andretti, news anchor Nydia Han, and more.

The video was beautiful, but we needed people to watch it and take action!

To do that, we created an integrated, multi-faceted campaign that included tradition media relations where we encouraged local TV stations across the Commonwealth of Pennsylvania to share the video with their community on World Kindness Day and coordinated with some of the notable Pennsylvanians in the video for morning show appearances.  We then leveraged the success of  the media campaign and translated it into an organic social media campaign, repurposing media coverage and tagging notable individuals and institutions to increase visibility and encourage sharing.  Finally, we create a paid lead generation campaign targeted to specific zip codes across the commonwealth for very specific engagement targeting.