PROBLEM: Negativity cast a long shadow on the 2017 news cycle. The Great foundation wanted to bring kindness back into the spotlight by proving that kindness can always be found, even in a city where it is least expected: NYC.
SOLUTION: CREATE THE FIRST EVER FULLY INTEGRATED SOCIAL EXPERIMENT TO RECOGNIZE, REWARD, AND RECORD THE KINDNESS THAT HAPPENS IN NYC.
THE KINDNESS CARD EXPERIMENT
5,000 CARDS, 8.5 MILLION NEW YORKERS, 31 DAYS,
122,691,635 impressions (that's 12 impressions per New Yorker!)
CASE STUDY
PRODUCT
THIS IS A KINDNESS CARD—A SYMBOL OF APPRECIATION FOR KINDNESS, AND A $10 REWARD.
THE $10 REWARD CAN EITHER BE KEPT BY THE CARD RECEIVER, OR DONATED TO A CHARITY OF THEIR CHOICE. THEN, THEY PASS IT ON TO THE NEXT PERSON THEY SEE ACTING KINDLY SO THAT THEY CAN BE REWARDED, TOO.
TO ACCESS THEIR REWARDS, THE KIND FOLKS HAD TO GO TO OUR SITE TO ENTER THEIR KIND ACT, WHERE IT HAPPENED, AND THEIR NAME.
THE MORE MORE THE KINDNESS CARDS WERE PASSED ON, THE MORE DATA WE COLLECTED ON THE NATURE OF KINDNESS IN NYC.
LAUNCH VIDEO
Using influencers, we created a social video to raise awareness for the campaign.
