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SF ‘Kindness Crawl’ Spreads Joy on Market Street Ahead of Grateful Dead Weekend

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Kindness Crawl participants walk through an intersection on Market Street during the Kindness Crawl in San Francisco on July 31, 2025. (Tâm Vũ/KQED)

As San Francisco gears up for a weekend-long celebration of the Grateful Dead, one group brought flower power revival to Market Street on Thursday.

Dozens of people, laden with good vibes, descended on the thoroughfare for a so-called Kindness Crawl — a spontaneous celebration of joy, marked by random acts of kindness to strangers.

The group walked around four miles, from the Ferry Building to Golden Gate Park, handing out free flowers, art and hugs. The result: a trail of smiles.

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“It makes me feel happy. I love seeing stuff like this,” said Akira Green of Hayward, who was visiting the city with friends. “It’s really great that people are doing this just because they want to.”

Pete Longworth makes a sign in preparation for the Kindness Crawl at the Ferry Building. (Tâm Vũ/KQED)

The people behind the effort are enrolled in Self Mastery Trilogy, a Healdsburg-based personal development program that requires a “Make a Difference” project.

Ashley Gates gives away a free hug while wearing a “free hugs” sign at the Ferry Building. (Tâm Vũ/KQED)
Left: A Kindness Crawl participant holds flowers in their tote bag. Right: Sebastian De Voogd wears a “Kindness Crawl’ T-shirt decorated with pins. (Tâm Vũ/KQED)
Left: Ashley Gates (left) hands a flower to a pedestrian on Market Street during the Kindness Crawl. Right: A Kindness Crawl participant hands a flower. (Tâm Vũ/KQED)

This led to the Kindness Crawl, which the group first tested earlier this year at the farmers market in Healdsburg.

Kindness Crawl participants give away flowers and postcards to a driver on Pine Street. (Tâm Vũ/KQED)
A Kindness Crawl participant hands a postcard to a pedestrian. (Tâm Vũ/KQED)

“We decided that something small, like spreading kindness, was actually the thing that could have the biggest impact and make the most ripples in the world,” said Kali de Voogd, a participant in the program.

Drea LaRox hands goodies to a bus driver in Union Square. (Tâm Vũ/KQED)
A pedestrian holds a flower she was gifted. (Tâm Vũ/KQED)

As the group continued its crawl, some people ignored them or brushed away the free flowers. But even folks reluctant to deal with strangers — like Derek Stone, on his lunch break at Union Square — accepted the offer.

A Kindness Crawl participant hands flowers to passersby in Union Square. (Tâm Vũ/KQED)
A Kindness Crawl participant holds up a sign reading “Unified by Joy” in front of City Hall in San Francisco. (Gustavo Hernandez/KQED)
Left: Kindness Crawl participants gather on the steps of San Francisco City Hall. Right: Kindness Crawl organizer Scott Keneally shares an embrace with a passerby near City Hall. (Gustavo Hernandez/KQED)
Kindness Crawl organizer Scott Keneally gives a hug to a pedestrian. (Gustavo Hernandez/KQED)

“ I’m gonna carry on this energy,” said Stone, who said he often has his guard up. “I’m gonna try to give someone else a compliment. I might even give this flower to someone. So it’s gonna go full circle.”

A Kindness Crawl volunteer fills a cart with bouquets of flowers at the Hayes Valley Trader Joe’s to replenish the group’s supply of flowers. (Gustavo Hernandez/KQED)
Kindness Crawl participants pause to buy more flowers midway through their walk to Alamo Square Park. (Gustavo Hernandez/KQED)
Left: A Kindness Crawl volunteer beams while handing roses and sunflowers to two people inside a van during a moment of street-side joy. Right: Kindness Crawl co-organizer Drea LaRox, 35, of Healdsburg, waves at passing cars while holding a sign that reads “Kindness is Gangster” in Hayes Valley. (Gustavo Hernandez/KQED)

Participants believe even a small gesture, such as hugging a stranger, can make a positive impact.

A Kindness Crawl volunteer places flowers on washing machines inside a Hayes Valley laundromat. (Gustavo Hernandez/KQED)
A vintage VW bus filled with flower recipients drives past Alamo Square Park. (Gustavo Hernandez/KQED)
A handwritten note reading “Even on your off days, you’re still worthy of love!” is left on a motorcycle seat near Hayes Valley. (Gustavo Hernandez/KQED)

“ It feels warm. It feels connecting. It feels loving to me,” said Drea La Rox, another participant. “It feels like I am a part of their life just for a second.”

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