Neknominations is a drinking game that encourages people to film themselves drinking a lot of alcohol quickly in daring situations and then challenging their friends to exceed their outrageousness.
Several people, mostly youth, have died and others have lived to regret their participation in the game.
Stern and Citron wanted to harness that same energy and viral possibility but turn it it a force for good.
So they started #feedthedeed which encourages people to practice random acts of kindness and then tag their friends to meet or better their acts.
Many even uploaded pictures and videos of their good deeds on the Facebook Page.
There was no real budget. Kindness Counts is a young not-for-profit with no PR department.
But the project took off.
How much so? In one day, I found myself tagged four times.
Facebook rippled with some lovely individual stories from those who did something nice for a complete stranger.
Even some TV anchors got swept up in the kindness-in.
For the record, I donated 5 hours of PR advice to emerging entrepreneurs who were struggling with PR issues and bought coffee and doughnuts for firefighters.
And now I nominate you!