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The Kindness Card Experiment

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.

Project Roles
Copywriter
Company
Havas Worldwide
Skills
Conceptual, Content, Copywriting
Media
Brand Films, Mobile Apps, Murals, Social Media Content
Project Industries
Advertising
The Kindness Card Experiment
The Kindness Card Experiment
The Kindness Card Experiment
The Kindness Card Experiment