This campaign sparked from the insight that 69% of us believe we are born kind, but learn to be selfish as we grow older. And 95% of us believe we need to start being kinder to each other for a world to become a better place.

We were doing this work against the backdrop of the London riots, the Norwegian mass murder, and the run-over Chinese toddler left to die in Foshan as scores of people passed her by. Everywhere, people were asking the same questions – where has our humanity gone? Our empathy? We knew we had touched upon a nerve culturally. So we conducted global investigation of kindness, which revealed that the positive emotional benefits of giving are proven to be just as powerful for the giver as for the receiver. So in a funny way, kindness = happiness doubled.

So we decided to celebrate the genuinely kind people out there. We realized that in a world full of unkindness, people who are kind to strangers are considered crazy. So we thought ‘well, then, let’s all be crazy’. These are true stories about the world’s crazy-kind people. Because they’re the ones who make the world a happier place.