The ads aim to upend stereotypes that city residents are unkind, using their donations as evidence

The new campaign includes a video series and out-of-home ads in New York.

It’s been around for over a decade, but fundraising platform GoFundMe hasn’t really focused on building up a personality for the brand behind the world’s largest crowdfunding platform—that is, until now. And it’s using its first brand campaign to challenge stereotypes surrounding New Yorkers and their reputation for rudeness.