UNICEF and the Ministry of Health launch the “Kindness is Contagious” campaign in Viet Nam

The media campaign calls on adolescents and young people, to be kind, be tolerant and be optimistic in the fight against the COVID-19 pandemic

“Kindness is Contagious” campaign in Viet Nam
06 May 2020

HA NOI, 6 May 2020 – UNICEF Viet Nam and the Ministry of Health (MOH) today launched a mass and social media campaign named “Kindness is Contagious” to call on adolescents and young people to show support for their community by promoting mutual understanding, tolerance, inclusion and by sharing innovative and creative solutions to fight against the COVID-19 pandemic. The campaign will emphasize 3 key messages: Be kind, Be tolerant and Be optimistic.

Kindness is Contagious will be rolled out on social and mass media for the next weeks and will tap into the strengths of adolescents and young people who want to do more to fight anxiety, and who want share their feelings and aspirations with their networks and peers all over the country. The goal is to amplify their voices by inviting them to share drawings, videos, innovative and creative solutions through UNICEF and MOH’s digital platforms. The campaign is not only about what young people can do during the COVID-19 period, but also what they may learn and do differently once the situation returns to normal.

The campaign Key activities will be

  1. Stimulate dialogues with decision-makers, influencers, adolescents and young people through mass media (TV and Radio talk shows).
  2. Promote the voices of young people through UNICEF and MOH social media creative platform involving artists and young people to stimulate creative thinking and problem-solving (#long_tot_de_lay Instagram, Facebook).
  3. Engage with influencers, artists through social media platforms and promote positive messages (#long_tot_de_lay TikToK).
  4. Amplify adolescent and young champions, promote sharing and caring for others through mass and social media (Human interest story, photo series, short video).

COVID-19 induced movement restrictions and physical distancing could potentially lead to long-term anxiety and mental health issues for everyone. At the same time, it offers an opportunity to strengthen bonds and global solidarity, particularly among young people. This is relevant today, as well as important should further outbreaks be recorded.

With 70% of the population under 35 years of age, Viet Nam’s demographic is considered young. Young people represent an inexhaustible source of ideas and creativity, a real driving force for change in the country.

In this health crisis context, the large cohort of young people is an opportunity for them to emerge as a pillar against the spread of the pandemic and misinformation. UNICEF and MOH want to give young people an opportunity to raise their voices and position themselves as leaders to fight anxiety and support each other.

“We are in uncertain and challenging times, where physical distancing leaves us ‘alone’ more than ever. There is a growing movement wanting the new normal to learn from the past, to be better and kinder. Now more than ever is the time to care and show love and through the campaign, we ask adolescent and young people to undertake acts of kindness. Any action, even modest, will have a strong impact on our community to get through the period and emerge stronger together.” said Mrs. Rana Flowers, UNICEF Representative in Viet Nam.

“With the campaign “Kindness is Contagious”, the Ministry of Health would like to offer the Vietnamese young people more opportunities to share their ideas, contribute and maximize the power and passion of youth to join hands with the community to fight COVID-19. Be kind, be tolerant, and spread love so that kindness can be multiplied and widespread in the community.” said Mr. Nguyen Dinh Anh, Director of Department for Communication, Emulation and Award, MOH.

From May to June 2020, UNICEF Viet Nam in partnership with Ministry of Health will implement the media campaign to raise awareness, build solidarity, support each other, and be kind among young people and general public.

“As TikTok is a platform with a mission to connect the community, it is a great honour for TikTok to be part of this meaningful campaign with UNICEF and MOH. From the onset of the outbreak, TikTok has joined hands with the Government agencies to spread accurate information, meaningful and positive messages on COVID-19. We hope that in this collaboration, TikTok will be able to support UNICEF and MOH in wide spreading kindness in the community so we can win this battle together in a safe and optimistic manner.” said Mr. Nguyen Lam Thanh, Public Policy Director, TikTok Viet Nam.

Young Vietnamese artists and organization, including singer Min, Ngot music band, Rapper/song writer Suboi, Fashionista Chau Bui, Actress Ninh Duong Lan Ngoc, Painter Tamypu and Nha Nam Publishing and Communication Company are joining hands with UNICEF and MOH to boost the campaign.

TikTok and UN agencies - WHO, UNESCO also are partnering for the implementation of the campaign.

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Download the campaign launching video with the artists here.

Link to Facebook event page for kindness drawings #long_tot_de_lay here.


UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children. More than 190 countries and territories, we work for every child, everywhere, to build a better world for everyone. For more information about UNICEF and its work for children, visit https://www.unicef.org/vietnam.

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For further information, please contact:

  • Louis Vigneault-Dubois, UNICEF Việt Nam, Tel. +84-4-38500241, +84-966539673, email : lvigneault@unicef.org
  • Nguyễn Thị Thanh Hương, UNICEF Việt Nam, Tel. 84-4-38500225, +84-904154678, email: ntthuong@unicef.org
  • Nguyễn Thị Phương Thảo, Department for Communication, Emulation and Award (DCEA), Ministry of Health (MOH), email: phuongthao.moh@gmail.com
  • Bùi Thị Minh Thư, DCEA, MOH, Tel. +84-888555959, email: buiminhthu1102@gmail.com