Random Thanks
randomthanks.net
Outlying behaviour gets attention
This is why many successful videos break norms of behaviour.
Outlying behaviour modeled in media can
give us reasons to trust one another.
open, caring, safe society
give us reasons to distrust one another, and to seek power to allay fears.
We wanted it to go viral
   we wanted to encourage
copy cat videos, to create a
movement of random thanks.
  copycats would increase the
value of the pro-social behaviour 
objectives of the campaign.
So we created 
a blog on Tumblr.com, 
a facebook group, 
registered domain: randomthanks.net
random thanks network (youtube channel)
a twitter account
a gmail address.
a video.
Random
thanks-gifting
Video challenges
Location,
Potentially suspicious beh.
Hidden camera
distance to subject
DAT recorder failure.
Chasing recipients with legal forms
Narrow time window
weather
"individuals assume the most memorable and salient, often extreme, behavior is representative of the behavior of the majority. This may lead individuals to adjust their behavior to that of the presumed majority by adhering to the pseudo-norms created by observing such memorable behavior. These exaggerated perceptions, or rather misperceptions, of peer behavior will continue to influence the habits of the majority, if they are unchallenged.[2] "- Wikkipedia-the Social Norms Approach
The goals of the campaign: 
modify behaviour expectations towards the  pro-social
make the world a better place by initiating random thanks as a movement.
Analysis of successful videos: (A) 
Funny
Real life, but unusual
Warm fuzzies--something families could share when they have the most free time together-- thanksgiving weekend.
Breaking norms constructively
results
Canada
U.S.
Kenya
all countries
1st- tumbler
2nd- emails
3rd- facebook
all together
Gift selection criteria:
4 LG pumpkin pies
4 sheets of Nainimo bars
2 trays of pecan pasteries
1 large Toblerone bar
1 bouquet of flowers
total:  $93.86
no visable Logos
thanksgiving related
the video
concept origin