Rachel Roderman rachel is a producer, director, and writer based in new york city and this is her website.
Havas NY & Studio6 // The Kindness Card
10th Annual Shorty Award Winner in MOBILE CAMPAIGNFinalist in ORGANIC PROMOTION, CONTEST OR PROMOTIONAudience Honor in MOBILE CAMPAIGN.

WHAT WAS THE KINDNESS CARD CAMPAIGN ?

CHALLENGE

In 2017, negativity cast a shadow on the news cycle with gloomy stories dominating headlines. So how do you cut through the clutter of political tensions and social unrest to insert positivity back into the news?



IDEA

For one month, a NYC non-profit gave away 5,000 Kindness Cards to New Yorkers seen doing kind acts. Each card had a $10 reward that reloaded when passed from person to person. To get access to the reward, 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.


RESULTS

By proving that kindness can flourish even in NYC, a city that most people see as rude, the Kindness Card Experiment became a phenomenon. Collecting a whopping +122 Million impressions, this grassroots social experiment inserted positivity in the news cycle by getting featured on major media outlets organically.

Visit the full campaign at: https://kindnessishere.squarespace.com/