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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

EVP David Kennedy


Lisa Morch

VP, Director of Knowledge Mgmt

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North America

#ReverseForKindness Promotes Unity With a New Perspective

Leo Burnett North America’s social campaign challenges the public to a simple yet powerful act of solidarity

It’s a simple cultural dichotomy: English is read and written from left to right, Arabic from right to left. In many respects, this directional contrast is not only a cultural difference, but also a barrier to global understanding in its very simplest form.

Now, a social good campaign from and for Leo Burnett North America seeks to reverse that. Literally.

A collaboration between North America CEO Andrew Swinand and Chicago Chief Creative Officer Britt Nolan, “#ReverseForKindness” challenges the public to understand diverse perspectives by writing and reading the English language from right to left. It is a powerful act by the agency in support of inclusion, humanity and, above all else, kindness.

Over the course of four days, those visiting were redirected to There, visitors are encouraged to join the #ReverseForKindness movement by posting a tweet in reverse using the site’s tool. In a little over a day, #ReverseForKindness generated a wave of public support, becoming a trending topic on Twitter, and received attention from publications such as Adweek and the Chicago Tribune.

Swinand shared a statement about the campaign on LinkedIn, calling it, “An act to demonstrate our shared belief that together, our passion, creativity, and work can not only change human behavior, but create a lasting impact of good.” Earlier in the week, he also encouraged all employees to update their LinkedIn titles to “Human Beings” as a symbol of unity.

In an internal note to the agency, Leo Burnett Global President Rich Stoddart said, “It is a global statement of compassion and inclusion at a time when it matters most.”

Write your support and learn more about how this campaign is reversing differences and understanding new perspectives here. Or tweet your support using #reverseforkindness.

February 6, 2017