MOLANG, the digital property owned and produced by Paris-based production studio Millimages, has recruited a group of UK-based Gen Z influencers as the #MolangKindnessCrew to help spread kindness.
In another act of kindness, MOLANG has donated £10,000 to The Mix – the UK’s leading support service for young people – to help fund its upcoming #OneKindWord campaign which aims to curb cyberbullying.
Timed to coincide with this year’s World Kindness Day (13 November) and the UK’s Anti-Bullying Week (15-19 November), this is MOLANG’S first purpose-led activity in the UK.
The Mix provides a free and confidential 24-hour support network for under 25s. MOLANG’s donation will fund a two-week digital campaign focused on cyberbullying, providing support and advice for those affected by online bullying and trolling, as well as aligning with the UK’s Anti-Bullying Alliance’s 2021 theme “One Kind Word” by creating, promoting and inspiring kindness pledges.
Animations, GIFs and images of MOLANG will feature across the campaign’s content (co-created by young people and experts). Comprising videos, articles, Q&As, quizzes, reels, social resource packs and a competition, the content will be promoted across The Mix’s social media channels, online community, email newsletter and website with a dedicated Bullying Support hub page: themix.org.uk/bullying-support.
Zoë Bailie, Deputy CEO at The Mix, says: “Bullying can have a massively destructive impact on the lives of young people, leading to poor mental health and low self-esteem. The Mix is hugely grateful to MOLANG for championing our work on this issue, by funding our campaign and helping us reach even more young people who are experiencing bullying and offering them free and confidential support. MOLANG is the perfect partner to collaborate with to spread kindness and compassion during Anti-Bullying Week.”
Set to be unveiled on World Kindness Day, the #MolangKindnessCrew initially comprises four Gen Z influencers who will post co-branded video content across Instagram and TikTok, inviting their followers to tag a friend – with a kind word about them – in the comments and in stories. Millimages hopes the #MolangKindnessCrew will grow exponentially in 2022, so that more social communities engage with MOLANG’s mission to spread kindness worldwide.
Marina Narishkin of Millimages comments: “MOLANG’s core value is kindness – something that particularly resonates with today’s Gen Zs who are a key target audience for the property worldwide – and partnering with the Mix is kindness in action. We are also excited to recruit our first UK members of the #MolangKindnessCrew and roll out the concept internationally, with the help of our 11 international licensing agents, as part of our long-term brand strategy.”
MOLANG started life in 2010 as a doodle by Hye Ji Yoon, a Korean illustrator, but quickly grew into a digital sensation, with over 16 billion views on GIPHY and more than 4 million social media followers. Having acquired global rights in 2015, Millimages produced a MOLANG Tv series of over 260 episodes sold in 190 countries, thanks to author and creator Marie-Caroline Villand, which has now evolved into a lifestyle brand with a successful consumer products programme, supported by 11 international licensing agents.
The UK licensing agent for MOLANG is The Point.