Creative Energy launches "TRIKindness" campaign

Tanner Cook • Apr 1, 2020 at 6:57 PM

There is not a cure for the novel coronavirus (COVID-19) yet, but a side effect is one of the most unsettling feelings someone can experience — fear. 

Creative Energy is a communications agency that was founded in 1992 based out of Johnson City. It works with many brands across the region, nation and the world that span a wide range from Pal’s Sudden Service to the Tweetsie Trail to name a few locally. 

Creative Energy President Tony Treadway launched a new “TRIKindness” campaign on Tuesday to help promote selfless and personal actions that can help curb the fear of the pandemic. 

“I’ve experienced the fear of the unknown, and while we’ve found no cure to COVID-19, we’ve opted to create a cause,” Treadway said in a press release posted on the Creative Energy website.  “What we did know was that our small business was an award-winning communications company and that we could use our skills to muster a pro bono public service campaign to play a role in a response to the crisis.

“The idea was to give families huddled inside their homes some beneficial ways to deploy kindness to replace hopelessness across an entire region.”

Treadway said before Creative Energy launched this new campaign that he took a good look at medical and physiological studies that explained how random acts of kindness can release serotonin in the brain, which promotes mood stability. 

“Numerous studies have found that when socially anxious people offer others acts of kindness it helps them overcome their fears,” he said. “I felt like that we needed to step in and help create this movement.”

There really is not a better way to help settle anxiety than to perform random acts of kindness and help each other through this uncertain time. 

“Through social media, our goal is to create collective behaviors for a region that offers support to small business, displaced workers, restaurateurs, the elderly and each other,” he said. “In the course of a week, our team built an integrated broadcast, digital, social and PR campaign, sought and secured free airtime from regional media partners and launched. You can monitor and participate in the new movement at TRIKindness.org.”

The new website has three main tabs on the homepage, a statement explaining what the mission of the campaign is and a “Feel-Good Feed” posting articles from all sorts of fields from animals to new blood tests that can detect cancer. 

One of the main tabs is labeled “How Do I Help?” in regard to lending a hand to small businesses, grocery stores, healthcare workers, etc. that may be struggling during this outbreak. 

Folks are also welcomed and encouraged to recognize heroes on Twitter, Facebook, Instagram or by email and Creative Energy will follow up. It’s as simple as taking a picture and posting it on the TRIKindness page to express gratitude for someone who has gone above and beyond to help an individual, business or the community. 

“The idea is to promote people that perform acts of self-sacrifice like employers helping protect their employees or their customers,” Treadway said. “I think we could see this movement go even further beyond the crisis because we’re always needing more kindness in the world.”

Treadway — being the owner of a successful small business himself — foresees the pandemic causing a major change in the way business is done not just in the United States, but throughout the world. 

“When COVID-19 hit, it seemed like it was all of a sudden and it was hard to handle the effects initially,” he said. “However, I think we’ve adjusted pretty well. Most of the people that we employ are working from home. I think the businesses that have pivoted rather than completely pausing will see that some business can be done. Some places are seeing all-time highs in e-commerce and online sales while places like WalMart and other grocery stores are seeing all-time sales highs.”

He also believes the lingering effects will be long-lasting and could even drastically change the way we’re entertained. 

“Take the Barter Theater in Abingdon or the Down Home in Johnson City for instance,” he said. “They could perform a live show and still have people pay to view it, but it’s through a streaming service. That would be great for a business like us that promotes mostly online.”


Johnson City Press Videos