Lent is a 40-day season of spiritual growth centered on three pillars: prayer, fasting, and almsgiving. Generosity and charitable acts are at the very heart of it. With the hopes of spreading joy through random acts of kindness, a digital campaign was built around the Kindness Generator web tool. A fun, youthful logo was created and animated, promoted on Facebook, Twitter and Instagram, supported by live activation at school events with badges and stickers.