Sarah G. Fisher
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The Kindness Card Experiment

Kindness is sometimes hard to find—especially in New York City. The Great Foundation wanted to bring it back to the spotlight.

Together, we created the Kindness Card, the first-ever program to recognize and reward kindness.

Our month-long experiment spread to 18 states, donated thousands to charity, and garnered 8.5 million impressions.
 
 CASE STUDY

 

What?
integrated campaign

My role:
Concept
Art Direction
Design
Production
Photo/Video

 

LAUNCH VIDEO

 
 
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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.

 
 

SPREADING THE WORD
OOH

Wheatpastings - 37 locations

Wheatpastings - 37 locations

Chalk Stencils - 8 locations

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Mural in Williamsburg, Brooklyn

Subway OOH in all boroughs.

 

INFLUENCERS
3 Hero influencers in video (2m following combined). 25 secondary influencers.

 

PHOTO STORIES
Content for social. Shot + interviewed by me. Click image for quotes.

 

EXPERIENCE PHOTOS
Content for social. Shot by me.

 

RESULTS?
It actually worked—to many people’s surprise.

  • 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