In the holiday season of 2014, Wonderheim launched a secretive pay-it-forward campaign in which the recipient of one of our letters was challenged to do three things:
1: Celebrate the season with loved ones
2: Give to someone less fortunate
3: Regift the letter to keep the cheer spreading
Unlike online social media challenges, there's no way of knowing how many participated. Hundreds of letters were given out to begin with.
Below are the announcement videos that promoted the experiment.