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New Yorkers woke up to a cloudy Monday, but Brooklyn-based nonprofit,, is bringing a bit of color to the day with the launch of its massive wall in Times Square. It’s all part of the “Sincerely, Kindness” campaign (which includes an online component) that is being installed honor of World Kindness Day (November 13) today. Designed by Brooklyn muralist, Jennet Liaw, the Times Square Kindness Wall will be on view at the pedestrian plaza on Broadway between 43rd and 44th Streets. Stop by today between the hours 9am and 7pm to add words of encouragement and other kind thoughts to the mural. If you can’t physically visit, you can also join the campaign virtually by visiting, where images, videos and GIFs can be pulled and shared across the web and social media.

Utilizing research and storytelling, ultimately wants to “inspire people to choose kindness.” To that end, the Times Square campaign will encourage people to not only give to others, but to also receive acts of kindness. With University of Oxford as its research partner, has also commissioned numerous Oxford studies focusing on the positive effects and impact of being kind on individuals’ overall well-being, feelings of social connection and optimism, among other things. One such study can be viewed here.

Back in August, commissioned a Williamsburg wall that received more than 1,000 signatures in three hours; similar installations also exist in London, Cape Town and in various business offices. For more information on “Sincerely, Kindness,” click here.

Next, check out 14 Art Installations and Exhibits in NYC Not to Miss in November and discover The Top 10 Secrets of Times Square.