Over the next three months, 84 percent of teens and young adults (ages 17-24) anticipate performing a random act of kindness for friends, family members or even strangers. Peace Tea wants that kindness to spread even further with its #ChoosePeace summer campaign, encouraging Randomer Random Acts of Kindness.
Like Peace Tea, “randomer” stands for being bolder than the rest, the unexpected highlight of an otherwise ordinary day.
Got it? Okay, now back to the details.
Enter: The Peace Tea{m} – a group of influential personalities who, beginning this week, will share their own Randomer Random Acts of Kindness on social media. With every “like” of a Peace Tea{m} Facebook or Instagram post, Peace Tea will donate $1 to RandomActs.org, a charity that funds random acts of kindness around the world. Followers who share a Peace Tea{m} Facebook post or comment on a Peace Tea{m} Instagram post will up the ante, triggering a $2 donation to RandomActs.org.
Easy, right? Yes! A recent survey revealed that 75 percent of those between the ages of 17-24 have performed a random act of kindness within the last three months and of those on the receiving end, 83 percent were inspired to perform a random act of kindness for someone else. As if anyone needed another reason to perform a Randomer Random Act of Kindness, Peace Tea’s donation to RandomActs.org will be as much as $75,000.
“Choose Peace is a deliberate double entendre encouraging people to of course Choose Peace Tea – and then choose peace by performing a Randomer Random Act of Kindness to brighten someone’s day,” said Handley Mikec, Peace Tea associate brand manager. “Peace at its core is a two-way street, an open dialogue. That’s why #ChoosePeace is focused on talking with our fans, not at them – which comes to life via the Peace Tea{m} content and bringing people together with Randomer Random Acts.”
Comprised of nearly 20 influencers – including Lela Brown, Alexis Jayde Burnett, Caden Conrique, Branden Harvey, Morgan Harper Nichols and Bryce Xavier – the Peace Tea{m} has a following of more than 5.3 million people across their Facebook, Instagram, Twitter, Snapchat, and Musical.ly platforms.
“I was so honored to join Peace Tea for this project this summer, especially when I found out that this was all about celebrating the good in the world. As the creator of the Goodnewspaper, this is SO in-line with my values and passions,” said founder of @goodgoodgoodco Branden Harvey, who boasts more than 100,000 followers on social media. “I’m often asked to promote brands, but Peace Tea asked me to promote kindness. How could I say no?”
“I know it’s not a competition, but I’m hopeful that my audience is motivated to help boost donations and spread kindness in their daily lives as well,” said Morgan Harper Nichols with 106,000 followers. “I take pride in all of my content, but I feel especially invested in this one because I know the potential it has to impact other people’s lives, in even a simple, small way.”
The Peace Tea{m} and #ChoosePeace creative campaign will be supported by online video pre-roll, sponsored social content and banner ads, as well as point-of-sale displays where Peace Tea is sold. Street teams will also be at major events throughout the summer to offer free Peace Tea samples while encouraging drinkers to engage in Randomer Random Acts of Kindness.