Coca-Cola designs new campaign to inspire random act of kindness

Dulux Mobile Room make-over activation on Lagos street during phase 1

Coca-Cola is set to kick off its latest global campaign tagged: “Crazy for Good,” in Nigeria.
The campaign is geared towards inspiring and celebrating individuals who spread happiness by performing random acts of kindness in their daily lives.
Coming as a sequel to its widely acclaimed campaign ‘a billion reasons to believe in Africa’, which focused on inspiring Africans to see the brighter side of Africa and take pride in the continent; the ‘Crazy for Good’ campaign goes a step further by seeking to turn that African pride into a movement of positive action – inspiring a new generation of kind-natured people who engage in random acts of kindness with optimism, expecting nothing in return. These people, who are considered crazy because they are kind to total strangers, form a movement of “a billion believers”.
According to Olufemi Ashipa, Brand Manager Colas, Coca-Cola Nigeria Limited, the campaign is designed to inspire, encourage and celebrate acts of kindness, showing how kindness makes the world a happier place.
According to him, “as Africans, we have a culture of kindness, hospitality and communalism.
“However, owing to the challenges of daily living and tensions that exist in present times, we appear to be losing that humane nature. This campaign steps in to inspire and encourage Nigerians to revive the spirit of doing good to others by beaming the spotlight on kind natured people who have been showing extraordinary acts of kindness in our various communities.”
Stressing the need for an attitudinal change, Ashipa said: “Acts of kindness do not have to be expensive; it simply starts with a thought of putting a smile on another person’s face. When someone does something that is seen as kind to a total stranger and expect nothing in return, they are considered crazy. But, the truth is, that is exactly the kind of craze we need. If being kind is crazy, then we all need to be “Crazy for Good.”
Ashipa said that beyond doing business here, Coca-Cola has an unwavering commitment to society and societal attitudes stressing the necessity “to make that transition from the passive phase of telling our reasons for believing in the continent, to a much more active phase of showing the world evidence through our inherent kindness.