Small Kindness

Small Kindness is a registered charity founded in 2000 by Yusuf Islam/Cat Stevens, singer-songwriter, multi-instrumentalist, humanitarian, and education philanthropist, in response to the humanitarian disaster he witnessed unfolding in the Balkans.

He wanted to see a change for the better, and be part of it. Since then Small Kindness has provided humanitarian relief worldwide, being awarded the prestigious WANGO Humanitarian Award in 2004 by The World Association of Non-Governmental Organizations (NGOs).

Further to the submission of a detailed proposal, which included a marketing appraisal identifying key areas to improve brand perception and advertising, MDUK was honoured to be selected as the agency of choice to update the charities brand identity, promotional information and digital presence.


  • Brand Audit
  • Marketing Appraisal
  • Re-Branding
  • Responsive Website Design
  • Copywriting
  • Promotional Literature