In response to successive COVID-19 restrictions in Wales, the Welsh ACE Support Hub launched the #TimeToBeKind campaign in March 2021. The campaign used a short film broadcast on national television and promoted on social media to encourage behaviour change for kindness. This manuscript evaluates the #TimeToBeKind campaign film. Findings strongly indicated that film can be an effective tool to promote behaviour change for kindness and that even films that provoke strong emotional reactions can be positively perceived and lead to behaviour change. The findings of the evaluation are relevant to how public health messaging can adapt and utilise online space to target individuals and promote behaviour change.

Authors: Kat Ford, Mark Bellis+ 2 more
, Rebecca Hill, Karen Hughes
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