Simple campaign aims to inspire one million acts of kindness

Skin-kind brand Simple has teamed up with and Mollie King to inspire one million acts of kindness across the UK. 

The brand’s new #ChooseKindness campaign aims to lower the barriers to kindness by encouraging people to make a different to others with ‘Simple acts of kindness’.

To make this easier, Simple and created Kindbase UK – a database of 1,692 acts of kindness to family, friends, colleagues and strangers, rated for cost, benefit and kindness – and used the results to generate a list of recommended acts of kindness, which is available online at

Jaclyn Lindsey, co-founder of, says: “We are thrilled to be collaborating with Simple to amplify kindness across the UK. A kind act is the most effective way to boost the wellbeing of you and another individual at the same time. Every act makes a difference. Our goal is to inspire 1 million acts of kindness across the UK. To be a part of this record-breaking effort, go online and find the kind act that is right for you.”

TV and radio presenter Mollie King is working with Simple to raise awareness of the campaign. She says: “I love this year’s Kindness campaign. Kindness to me is about thinking of others and putting others first, whether it’s taking the time out to give someone a call or thinking of small simple ways to make people smile and feel uplifted. Given the last year, which hasbeen such a testing one on everybody, it’s especially important to be kind.”

Simple has created three Limited Edition #ChooseKindness products to support this campaign, available exclusively at Superdrug. Between 14th July and 10th August, packs of Simple X Kindness Hydrating Light Moisturiser, Simple X Kindness Biodegradable Cleansing Wipes and Simple X Kindness Micellar Cleansing Water will be on Buy One Get One Free offer, meaning that with every pack purchased, each free pack can be given away as a Simple act of kindness.


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