Kindness Card Experiment
It’s easy to miss acts of kindness if you’re not looking for them—especially in New York City. The Great Foundation wanted to bring kindness back to the spotlight.
Together, we created the Kindness Card, the first-ever physical card and program made to recognize and reward kindness.
Our month-long experiment spread to 18 states, donated thousands to charity, and garnered 8.5 million impressions.
IRL Activation | Social Campaign
Case Study
Launch Video
How it works
5,000 Kindness Cards were given to people seen doing kind acts in NYC. When a card receiver activated a card, they could to keep or donate a $10 reward.
They then could pass the card to someone else doing a kind act. Every time the card was passed, it was reloaded with $10 for another kind recipient to keep or donate.
We tracked the movement of each card and each story of kindness.
Social
All images shot by me!
And it actually worked!
Collecting a whopping +122 Million impressions, this grassroots social experiment inserted positivity in the news cycle by getting featured on major media outlets organically.
Stats:
1,129 Kind Acts Registered
643 Cards were activated
$2,790 given to charity partners
Card traveled to 18 different states
Awards:
Gold Shorty Award, Best Mobile Campaign
Finalist - Organic Promotion: Kindness Card
Finalist - Contest or Promotion: Kindness Card
The kind team
GCD: Paul Vinod
ADs: Matt Sorensen, Olivia Cooper, Sean Hodes
CWs: Chamsseddine Abdelhafidh, Athanasia Efthimiu
Experience: Brett Stiller
