The Kindness Card Experiment - The Great Foundation

Integrated Campaign

A group of anonymous philanthropists came to us with quite a big ask—Make New York City kinder. So we created The Kindness Card Experiment. An experiment designed to recognize, reward, and spread kindness in NYC. Approximately 5,000 kindness cards were distributed across New York's five boroughs to people performing acts of kindness. Each card is loaded with $10 that the receiver can choose to keep for themselves or donate to charity. Once redeemed, the card holder is encouraged to pass it on to the next person they see doing a kind act.