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Kind’s Clever Campaign To Thank Everyday People For Being Nice

Hold the door for someone lately? Then there may be a Kind bar coming your way.

Since 2013, every employee at the snack company Kind has taken part in a somewhat secret initiative. If they spotted a random act of kindness—like a stranger holding the door to a coffee shop, or sharing directions on the subway—they could hand out a little black card. It acknowledged the little moment of humanity, and as a gift, the card was good for a free Kind bar.

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