Contrary to popular belief, September 30th’s Pay It Backward Day isn’t just about coffee. Though we are hoping to encourage thousands of acts of ‘coffee kindness’ in order to raise money for SickKids Foundation, it is important to keep the bigger picture in mind.

In truth, the heart of the Pay It Backward Day movement goes far beyond buying a single cup of coffee for somebody one day of the year. Really…take a moment to imagine if every person in every country did something kind for somebody else every day of the year. What would the world be like? Pretty powerful stuff.

Ultimately, the Pay It Backward Day movement aspires to positively impact a community. ‘Paying it backward’ can (and usually does) mean something special and unique to everyone who comes out in support. Whether it be to cultivate a compassionate awareness in the community, to encourage people to be proactive, or to reign in a sense of social consciousness - people everywhere pay it backward for a greater purpose. There’s no right or wrong answer to the question “Why do you pay it backward?”

Peep this brand new #PIBday video featuring a mix of local celebrities, influencers, and every-day Torontonians telling us why they will be paying it backward next Wednesday:

So… Do Gooders of the interwebs…why do YOU Pay It Backward? Let us know!

**Super huge thank you to Notable TV for all of their amazing work on this video! And of course our all star Do Gooders line up that helped us film the shoot.