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Organised Acts of Kindness

by Henry Cruickshank on 23 March 2012

We’re currently doing some very exciting work with East Village. If you’ve not heard of it, East Village will become London’s newest neighbourhood after the world’s best athletes vacate the current premises after the 2012 Games. It will become a living, breathing community – providing homes for thousands of people and a long lasting legacy for East London.

East Village is driven by three core values: more time, more space and more choice. We’ve used these as the inspiration behind our work, to develop engaging and interesting ways to evoke a sense of community, excitement and anticipation around East Village.

After an intense brainstorm late on a Friday afternoon, with the goal of encouraging people to talk about time, the team came up with a peach of an idea. We’d offer someone the chance to have their very own PA for a day.

Asking people on the East Village blog, London Living, just what they would do with ‘more time’, we awarded one lucky winner the services of yours truly for a whole day (absolutely free, I might add).


The aim here was to provide a personal and unique experience, giving the East Village brand a recognisable face and a human quality at the same time. Like a personalised random act of kindness, this was about us going that one step further for our client, and one leap further for our audience – and about taking something online, and making it happen offline.

I never really considered being ‘auctioned’ off as a prize to a member of the public as part of my first permanent career role, but I nonetheless looked forward to it with a lot of excitement (and a bit of trepidation).

It was with a nervous skip in my step that I went to meet Julia, an aspiring writer currently working in film, at 7am sharp (I know – an early start!) at the Shoreditch Grind, a lovely East London coffee house that sits next to the bustling roundabout by Old Street station.

It seemed Julia could not get over the novelty of the situation at hand; she’d clicked onto our blog, commented under a post, and now she had someone at her beck and call for the whole day. She thought it was a fantastic idea and said she’d dreamt of having a PA for years!

Having got thoroughly stuck into Julia’s mass of short stories, creative scripts and sonnets, editing and collating material as I went along, I spent the day organising her work into digestible prose. It definitely wasn’t light work!

Yet it was clear when the day came to a close that I’d really made Julia’s day that bit better. We know that 90% of recommendations come from face-to-face conversations. In this sense, Julia experienced the East Village ethos through a personal experience, and we amplified this message through proactive engagement with a member of our community.


It’s amazing what physical interaction can do, and Julia was full of praise for the concept and the execution.

I’d like to think Julia’s nascent opinion of East Village is now very much one of advocacy and that we’ve shown East Village is more than just London’s newest neighbourhood.

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