Good People

From global health pioneers to environmental activists and kindness crusaders, the media often feels full of saintly individuals making a real difference to the world - which can leave mere mortals wondering why they should even bother to try. But not being a paragon of perfection shouldn’t stop people from trying to do good - as a relatable new campaign for the YES Foundation reminds us.
Created by independent agency DUDE, in collaboration with Papaya Films, to raise the profile of the YES Foundation - a Polish organisation backed by inclusive jewellery brand YES, which supports and empowers women in communities across Poland through funding local initiatives - ‘Good People’ is inspired by a common misconception holding people back from enacting change: imposter syndrome, aka the assumption that if they’re not perfect themselves, they’re not the right person for the job.

The campaign aims to eradicate this imposter syndrome - which is especially prevalent in the volunteering space - and encourage more meaningful and impactful applications to the Foundation, by embracing people’s imperfections and redefining what it means to be ‘good’.
‘Good People’ is led by a lighthearted film, directed by Mateusz Miszczyński through Papaya Films, that captures everyday people doing occasional ‘bad’ things - refusing to pick up their dog’s business or feigning sleep to avoid having to give up their seat on a bus - while reaffirming that they are still capable of doing good. Soundtracked by LA-based indie band Gustaf’s Best Behaviour, the 60-second film goes on to hero some of the Foundation’s real-life contributors and their relatable confessions, including Matgorzata, who supports women in prison but accidentally killed her goldfish and Klara, who helps disabled women with beauty therapy, yet constantly steals her friends’ lighters.