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It’s been around for over a decade, but fundraising platform GoFundMe hasn’t really focused on building up a personality for the brand behind the world’s largest crowdfunding platform—that is, until now. And it’s using its first brand campaign to challenge stereotypes surrounding New Yorkers and their reputation for rudeness.
Spotlighting kindness amid tragedy
Through a partnership with videographer Jack Coyne, “New York State of Kind” includes a series of short films spotlighting New Yorkers who’ve used GoFundMe to fund charity efforts.
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