In collaboration with Panama Jack Resorts Cancún — an all-inclusive resort in Mexico’s Yucatán Peninsula— the Kind Effect produced, filmed, and distributed creative content to showcase the hotel’s commitment to the local community. The resulting video and photography were shared across Youtube, Facebook, and Instagram in collaboration with two non-profits the resort supports: Fundación Melipona Maya and Casa Nissi. Kindness and emotional storytelling gave the resort a competitive edge over other resorts in Cancún because informing the public about the Panama Jack Resorts give-back philosophy influences the booking behavior of prospective travelers.