St. Louis Creator Launched Kindness Mob Project in 2023

The TikTok initiative redirects internet harassment by flooding targets with thousands of supportive messages.

Updated on Sept. 23, 2026 in Philanthropy

Bold vector illustration of a plume of heart-shaped confetti rising, symbolizing positive social change. — Tyler Brickley’s Kindness Mob project, launched in 2023, organizes volunteers to overwhelm online harassment with surges of positive messages via social media. AI Illustration. Upload story photo >

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Should social media users actively coordinate to counter online bullying?

St. Louis resident Tyler Brickley began the Kindness Mob project in 2023 to combat online bullying. The platform organizes volunteers to flood targeted social media accounts with positive comments.

Why it matters

Brickley aims to hijack the mechanics of internet harassment to promote benevolence. He treats the project as a personal responsibility despite the lack of significant financial gain.

Brickley has organized 350 individual mobs since the project's inception, with successful posts generating tens of thousands of comments. In August 2026, he earned 39 dollars from TikTok.

The players

Tyler Brickley

He is a St. Louis-based content creator who founded the Kindness Mob to redirect online harassment toward positive interaction.

Laura Tigeleiro

She is a Staten Island resident who began receiving payments from TikTok after her video was targeted by the Kindness Mob.

The details

Brickley manages the Kindness Mob as a TikTok channel, utilizing a daily nomination form on his website to select targets for supportive campaigns. The project relies on a network of volunteers to manage logistics, though the operation has previously caused Brickley to experience burnout.

January 1, 2023: Tyler Brickley conceived the idea for the Kindness Mob.
September 2025: Brickley's social media following reached 200,000.
March 2026: Laura Tigeleiro's TikTok video went viral.
August 2026: Brickley earned 39 dollars from TikTok.

Market Landscape

The Kindness Mob project follows the pattern set by the rise of pro-social digital activism on TikTok. By weaponizing comment sections for positive reinforcement, the initiative seeks to counter the structural incentives of social media harassment.

Users can participate in these campaigns by submitting individuals through the project's daily nomination form. While the project aims to foster support, participants should be aware that their engagement creates shifts in algorithmic visibility for the targets.

The takeaway

Online bullying remains a persistent issue that requires creative interventions to mitigate negative impacts. Individuals interested in digital advocacy can find ways to support positive interaction by engaging with community-focused projects.