New Zealand will be one of the first countries in the world to mark World Kindness Day, so it's fitting that one of our cities has been named one of the world's friendliest.
Not only that, but Aotearoa's global message of '100% Pure New Zealand' is rebranding to '100% Pure Kindness' for the day.
Across all of its social channels, 100% Pure New Zealand will be sharing nothing but good and kind-hearted stories to its more than four million followers for 24 hours.
At the same time, Expedia has revealed the friendliest destinations around the world according to reviews on its website and Christchurch has been named as one of them.
Ōtautahi ranked number one as New Zealand's most friendliest destination, ahead of Dunedin and Queenstown.
Aotearoa's friendliest destinations:
It's the first time 100% Pure New Zealand has promoted anything other than New Zealand destination content.
Stories of kindness from New Zealand and around the world began being shared from 6am on Friday morning via Twitter, Instagram and Facebook.
"This is the first time we have ever rebranded our social channels with something other than New Zealand destination content," Brodie Reid, Director of Marketing New Zealand says.
It's an unusual move for an organisation charged with promoting our country internationally, but these are unusual times. Reid says if there has ever been time to use an online following to spread a bit of happiness to the world, that time is now.
"In a year like 2020, celebrating kindness is more important than ever. We wanted to take time on World Kindness Day to remind people that despite a challenging year, kindness and caring are still at the core of us all," says Reid.
"Social media is too often a breeding ground for stress, anxiety or unkind behaviour but even witnessing acts of kindness can have a positive effect on people, so we hope these random acts of kindness spread a little hope and joy over the next 24 hours."
Studies have shown that doing nice things for others boosts your serotonin, the chemical responsible for feelings of wellbeing. Altruism also boosts your endorphins, known as 'helper's high'. It eases stress and anxiety and affects the chemical balance of your heart, potentially helping you live longer.
Twitter has partnered with the Kiwi team for the day to support the global kindness movement.
"It's great to see Tourism New Zealand sharing this important message of kindness to mark World Kindness Day. This year has brought with it unchartered territory, which makes the day that extra bit special," says Angus Keene, Head of Client Partnerships at Twitter Australia / New Zealand.
"This campaign reminds us that while many of us continue to be physically separated, we can still connect virtually and spread messages of kindness around the world. That's a powerful message, and one we're proud to support", Keene says.
The campaign is also calling on people from around the world to post their own stories of random acts of kindness using the hashtag #PureKindness.
"It's not just landscapes that Kiwis enjoy when they holiday in New Zealand, it's the kind people and manaakitanga we experience across Aotearoa that makes our country special".
When it comes to international kindness, Brisbane was named as Australia's most kind city, New Orleans topped the list for the United States and Liverpudlians were appointed the nicest in the UK.