About Us

In July of 2021, Greg Ruvolo had just about had it with the not-so-kind individuals he would come across in everyday life—whether he was driving, shopping or just being out-and-about in public. It was at his home in Lathrup Village, Michigan, one evening when he thought, “Why can’t people just be kind?” 

So, he designed a bold, simple, and eye-catching logo for one, single yard sign with the words “Be Kind.” printed on it, and he placed that one sign out on his front lawn. He shared the photo on social media and it immediately went viral. And, within days, he had friends, family and neighbors requesting signs. The following week, 24 signs were printed and distributed across Metro Detroit.

And, within a few months, The Be Kind. Project was established as a 501(c)(3) nonprofit organization. The message of The Be Kind. Project is a familiar concept that has been around for centuries. The Be Kind. Project is a visual reminder to keep that message alive and in the forefront of everyone’s mind.

Since the non-profit’s inception in 2021, over 2,350 yard signs have been distributed in Metro Detroit and nationwide from Seattle, Wash. to Boston, Mass. For those individuals who are prevented from displaying yard signs due to HOA or apartment-living restrictions, The Be Kind. Project has now expanded to offer branded merchandise that includes coffee mugs, lapel pins, coasters, stickers, t-shirts, hats, tote bags, lanyards, magnets, water bottles, and more.

Recently, the Be Kind. Project received a grant from SHARE Detroit, which funded the I Can Be Kind children’s book, which is now available on Amazon and bekindusa.org.

The mission of the Be Kind. Project is to promote kindness in our shared communities nationwide. By accepting donations for our items, we are able to pay-it-forward and support other nonprofit organizations that focus on education, arts & culture, and community enhancement projects for the betterment of all. All donations are reinvested into the project so we can further support our mission and the missions of those organizations who align with our focus areas.

At the Be Kind. Project, we believe a simple message can spark powerful change. Our nonprofit organization is dedicated to spreading kindness in communities across the country—one message at a time. With no political or religious affiliations, our mission is universal: to remind people of the impact kindness can have in everyday life. Through branded materials, community events, and partnerships with like-minded organizations, we help create a ripple effect of compassion, inclusion, and positivity. Whether it's a smile inspired by a sticker or a moment of connection sparked by a T-shirt, the Be Kind. Project exists to make kindness visible—and contagious. 

A highlight of the project is to see how participants adapt it to their lifestyle. For example, our yard signs are now displayed in classrooms, storefronts, yoga and fitness studios, offices and more. In addition, participants have distributed our items as gifts and have even included our stickers in greeting cards. There is also an international footprint—one loyal participant posted magnets in Barcelona, Spain and Rome, Italy.

We encourage you to join the Be Kind. Project today!