Drop Dead Generous Brings £25k Kindness Experiment to London on World Kindness Day
On 13 November, Londoners are invited to talk to strangers and take part in a city-wide treasure hunt, with a chance to receive cash in hand.
Congregation by Es Devlin Photo Daniel Devlin.
This World Kindness Day, Londoners are in for a surprise with the Drop Dead Generous experiment, a unique initiative by John M Sweeney and Tom Cledwyn. The two innovators, known for their creative approaches to generosity, are marking the day with a £25,000 treasure hunt on the streets of London. Through their new social enterprise, Drop Dead Generous, they aim to encourage strangers to connect, even briefly, with the promise that one of them might hand over a wad of cash. By placing ‘generosity agents’ around the city to surprise participants with cash rewards, Sweeney and Cledwyn hope to spark a movement that shows kindness can be as simple as a smile and a hello – and that kindness, in turn, can create more kindness.
Drop Dead Generous isn’t just a one-day affair; the initiative encourages people to submit bold ideas for acts of kindness that could benefit from financial support. From feeding a family to organising a neighbourhood event, the founders are looking for ideas that have the potential to go viral and showcase the power of kindness. Up to 1,000 applicants will receive £500 each to turn their ideas into reality, with a simple request to document their acts through photos or videos. This approach puts the power in the hands of the community, offering individuals the chance to turn everyday acts of generosity into unforgettable experiences.
The mission behind Drop Dead Generous was inspired by the idea of ‘Infectious Generosity’ from Chris Anderson, Head of TED Talks, who described generosity as an “idea worth spreading.” With his endorsement, Sweeney and Cledwyn launched Drop Dead Generous to encourage more people to embrace kindness in creative, unapologetic ways. Their message is clear: kindness isn’t confined to traditional charity but can take any form that speaks to one’s passions and imagination. By supporting everyday generosity in unexpected ways, Sweeney and Cledwyn are working to make kindness a contagious force in today’s world.
