Sire, the advertising industry body which produces campaigns to improve society, is to focus on getting people to be more friendly in its new series of print, tv and radio ads.

Sire says many Dutch people would like strangers to be more friendly but often don’t know how to respond if someone is nice to them. Sire’s website also includes ‘instructions for dealing with nice people’.
Sire was founded in 1967 and its campaigns have focused on wide range of issues, from loneliness among the elderly to online bullying.