A regional daily has urged readers to undertake a “random act of kindness” in a new campaign.

The Liverpool Echo is calling on people on Merseyside to pledge to do a good deed at some point over the next fortnight.

Readers can share their act of kindness, or one where they were the recipient, via a form on the newspaper’s website.

The campaign was launched on Friday, which was Random Acts of Kindness Day.

In an accompanying editorial, the Echo’s executive editor (customer) Laura Davis wrote: “Merseysiders don’t need a national day to remind them to be kind – it’s a regional characteristic, behaviour that comes naturally.

“We’re famous right across the country for our friendliness and warmth.

“So for two weeks, starting on Random Acts of Kindness Day, we’re not asking whether Echo readers will be doing anything kind – we know you will be.

“Instead, we’re asking you to share the little things people have done for you as well as things you’ve done yourself or are planning to do for others in a celebration of the region’s warm heart.

“Our campaign will run for two weeks, during which time we’ll share some of your best stories and our own experiences of kindness by others that have made a difference in our lives.

“And at the end we’ll share all your pledges so we can be inspired by what a neighbourly region we live in.”