CREATIVITY FOR KINDNESS
A collective that provides high quality creative services to nonprofit organizations, entirely pro bono.
The idea had been blossoming in me for years. As an ad creative, I saw the powerful impact we make on brands everyday. So I got to thinking, what can we do when we apply the same thinking, skills, and passion to giving back to our world? Noticing that smaller nonprofits don't often have the resources for effective marketing and design, I recognized an opportunity where I could help.
When I started Creativity for Kindness in 2020 I had no idea if creatives would be interested in volunteering their skills, or if nonprofits would trust us with their advertising. But when the platform went live the responses came pouring in. Creatives signed up from all over the world, all willing to use their skills for good. Skillsets ranged from art direction, design, and copywriting, to producers, filmmakers, animators, and more. We were open to every level, from students to creative directors. And we immediately had a line of nonprofits eager to work with us. They had been waiting for a service like ours, and their gratitude towards our very existence was overwhelming.
As the founder and creative director, I managed and ran the entire organization, formed relationships with nonprofit clients, and oversaw all the projects we developed. As a new project request came in, I worked with my strategy partner, Anjali Gupta, to build out a compelling creative brief. I compiled a team of creatives right for the project, based on skillset, level, and interest. And I lead the team from start to finish, providing creative direction on the work, as we completed the project.
Creativity for Kindness grew to around 200 creatives, all creating award-winning work at some of the best agencies and companies in the world. We had a powerful all-female board of advisors including Creative Director of NOIZE, Nina Mourin, VP of Creative at Estée Lauder, Robyn Dutra, and Executive Coach and former CSO of BBH, Sarah Watson. We worked with 9 nonprofits from all over the world, with causes ranging from mental health, world crises, nature conservation, and more. And we developed ad campaigns, brand identities, websites, and social movements for them. All alongside our day jobs.
After three years of nonstop projects, we hit pause on Creativity for Kindness in 2023. I’m grateful for the hundreds of people who allowed Creativity for Kindness to exist by volunteering time and talent to give back to the world and build a strong community of conscious creatives.
