GoFundMe used research on charitable giving in New York City to create a campaign celebrating residents’ generosity and positioning the platform as the “currency of kindness.” Street and subway placements reached New Yorkers in environments where the message felt natural and locally relevant. Headlines such as “Good things come to those who help” and “New York State of Kind” challenged stereotypes about the city’s reputation for rudeness while encouraging support for people, causes, and organizations in need. The campaign earned an Adweek feature, exposing the work to a publication audience of more than 950,000 unique monthly visitors. This coverage extended the campaign beyond its physical placements and amplified GoFundMe’s message of community generosity.

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