A 29-country trip to find kindness has formed the basis for a novel billboard campaign run by outdoor media company Go Media.
Go Media teamed up with Hamilton-based content creator Herman Jagpal to bring positive messages to the streets of New Zealand from a host of cities across the globe.
Jagpal has been running a daily rejection therapy challenge since the beginning of the year where he asks strangers on camera to engage with him on a task.
Sometimes he is rejected, other times he is not – and so produces content based on two strangers doing something fun and different together.
Back in July on day 200, Herman visited the Go Media office in Auckland and asked if he could have a billboard. Owner Mike Gray liked the idea and they put a digital billboard up that day. The resulting video went viral and has been viewed 10 million times across TikTok and Instagram.
Taking @dailyrejections on a world tour
“Many of the comments I got were from people overseas saying these lovely interactions are only possible because we’re in New Zealand. I wanted to test that by taking Daily Rejection on a world tour,” says Jagpal.
“So Mike connected me with House of Travel, who loved the idea, and helped pull together an incredible itinerary. I took off at the beginning of last month and visited 29 countries in 30 days to approach random people and get them to do some unusual challenges with me. It was a crazy whirlwind of a trip so I’m grateful for their expertise ensuring a smooth journey from place to place.”
The challenges included skydiving with a stranger, swapping outfits with a stranger, hosting a dinner party with strangers and doing a street performance with a stranger. Jagpal would then share the content across his social channels, which have a combined 1.2 million followers.
Universal truths
On his travels, Jagpal also shot video of conversations with locals on the topic of kindness, asking questions like “how does your culture show hospitality?”, and “how has a stranger’s kindness made a difference in your life?”. He finished by asking them to write a message to the world on a little Go Media white billboard.
“We took those messages and posted them across our digital billboard network,” says Go Media’s creative and marketing lead Amy Hur.
“Universal truths like ‘Love yourself and each other’ from Gaeun Yo in Korea and ‘CCC’ from Ahmed in Egypt popped up on billboards in Auckland, Hamilton, Wellington, Christchurch and other places around Aotearoa. It was a great way to share some of the global messages of kindness Herman gathered.”
Jagpal adds: “It was amazing to get out in the world and see just how kind and generous people really area. I couldn’t have done it without the support of House of Travel and Go Media, I have some great content on the channels thanks to them.”
“There is a lot of goodness out in the world if you open yourself up to it. I hope people check out Daily Rejection to see some of it and fill up with a daily dose of kindness.”
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