Starting on World Kindness Day (13 November) through Giving Tuesday (1 December) and ending on 4 December 2020, T-Mobile closed out the year by spreading love and asking everyone to #CaptureKindness. Photos and stories posted on social media, along with customer clicks in the T-Mobile Tuesdays App on Giving Tuesday, translated to the Un-carrier’s biggest ever contribution to Feeding America® — up to 15 million meals delivered to families across the U.S.
For every act of kindness shared on Twitter13 November 2020 through 4 December 2020), T-Mobile donated USD 10 (equivalent to 100 meals) to Feeding America®, up to USD 1 million (or up to 10 million meals). From donations to charity, checking in with an elderly neighbor, or paying for a stranger’s coffee ... every good deed counted!, Facebook and Instagram with the hashtag #CaptureKindness (
On Giving Tuesday (1 December 2020), for each customer that clicked on the Feeding America® donation option in the T-Mobile Tuesdays app, the company donated USD 1 (equivalent to 10 meals), up to USD 500 000. With each dollar equaling 10 meals to Feeding America®, this was ANOTHER opportunity to donate 5 million more meals!
To keep track of this big magenta wave of positivity on social media, T-Mobile unveiled a special page that featured a custom-built Kind-O-Meter that illustrated just how many people were sharing #CaptureKindness posts across the country. In addition to the Kind-O-Meter, people were able to see all the acts of kindness on the aggregate board that was also featured on the site. By the end of the campaign, T-Mobile and the T-Mobile Foundation were able to donate the full 15 million meals to Feeding America (equivalent to USD 1.5 million)!