In Indonesia, giving parcels to our business partners to celebrate Eid Al – Fitr is a tradition. But, as a positive impact marketing digital agency, RACK Digital tries to change the tradition into something more valuable.


Introducing KINDNESS Store.

An online store where visitors can “shop for kindness”. We gave our business partners “kindness

credit” with their account information on website through EDM, which can be used to shop at Kindness Store. In Kindness Store, we provide a list of children, organization, and animals who need help. From the list, our business partners can choose to whom they will spend their credit.


  1. This is a simple friendly reminder to us all that gift-giving tradition is originally always about sharing something valuable in the name of happiness and kindness.
  2. 94% from our business partner prefer to give their kindness credit into something valuable.
  3. Won the PINASTHIKA AWARD in 2016 for category Best Digital Social Movement Campaign.

Website link: