New Yorker's are kind. But that's not their reputation.

How can we engage the most dynamic city in the world and design a digital and physical experience that will incentivize, reward, track and document kindness?

The Kindness Card Experiment is both a phenomenon and an actual card that rewards unprompted gestures of goodwill with cash, and helps New Yorkers “pay it forward” with a charitable donation. Intrigued? You should be.

Approximately 5000 cards were distributed throughout New York's five boroughs in June 2017. Recipients of The Kindness Card were encouraged to reward a stranger, or friend, for kind acts small and large. With each pass, The Kindness Card is reloaded with $10 that can be redeemed for a gift card online or donated to a local charity before it is passed on to the next deserving person.