In 2017, negativity cast a shadow on the news cycle with gloomy stories dominating headlines. With high levels of political tension and social unrest, kindness seemed to be invisible to the public eye. To infuse optimism and positivity into the negative news cycle, the Great Foundation set out to make kindness newsworthy.
The best way to make kindness newsworthy is to show that it's alive and well in a place where people expect it the least—NYC.
For one month, The Great Foundation—a NYC non-profit—gave away 5,000 Kindness Cards to New Yorkers seen doing kind acts. This effort was made possible through the help of multiple local social influencers and volunteers. Each Kindness Card had a $10 reward that was reloaded when passed from one kind person to another. To get access to the reward, new cardholders had to input the story and location of their kind act online. This data enabled a digital experience showing kindness spread in NYC and beyond in real-time.
The social experiment was also supported by an integrated campaign reminding people of the power of kindness. A combination of outdoor, digital, and social tactics got new yorkers involved in the experience even if they didn't get a hold of the coveted Kindness Card.
The Kindness Card experiment collected a whopping +122M impressions. That's an average of 12 impressions per New Yorker. Kindness Cards traveled around NYC and crossed state lines reaching 18 different states nationwide. These results led to the ultimate goal, breaking the negative news cycle and being featured in major local and national media outlets like Huffpost, ABC 7, and PIX11.
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