IAG-owned New Zealand insurer AMI has launched a kindness campaign to “lift the spirits” of the public during the coronavirus outbreak.

Since last Thursday, the insurer’s KindCast initiative has begun airing the messages of kindness penned by New Zealanders on TV, social media and web channels.

“It could be a message to their loved ones to let them know they are thinking of them, or it could be a message of gratitude to an essential worker,” AMI spokesman Alex Geale said.