It was simple. “Be Kind,” was the mantra. What he never bargained for was the overwhelming response from readers and the community at large - or the fact that his idea would be copied.
The Johannesburg rabbi had begun the process with a soft launch of advertising poster boards between September and November last year. In January, through the Saturday Star, he’d asked for suggestions about where to place these 18 art installations and invited people who wanted to know more to contact him.
In the process, Liberty came on board sponsoring the entire first phase of the project, with ad agency Net#work BBDO doing the artwork for free, but so too did people let him know of two separate billboards; one carrying the exhortation “Be Kind” and the other, wholly unrelated in terms of locality or ownership, enjoining: “Be Kinder.”
Masinter isn’t angry at all at someone taking his idea, in fact, he’s rather pleased.