Our Story
It began with love, loss, and a little kitten. In his memory, we started showing up—volunteering, supporting shelters, and discovering what kindness in action really means.
Those first steps sparked something bigger. What started as personal giving grew into an idea: that kindness could ripple, spread, and inspire. That idea became The Good Pawject.
Our Mission
Our mission is to spread kindness and awareness for animals through storytelling and Love Drops—activating a culture where giving is bold, contagious, and part of everyday life.
Kindness isn’t just an act—it’s a mindset. Every drop fuels culture. Every ripple builds movement.
What We Do
Every Love Drop delivers food, supplies, and support directly to shelters and rescues. But it’s more than supplies—it’s about giving animals and their advocates a louder voice.
Through storytelling, we shine a spotlight on the people fighting for animals every day—and inspire others to join in. That’s how the ripple grows.
The Culture We’re Building
We call our community the Pawject Droppers—a crew that lives by the mindset that kindness is culture.
When you join, you’re not just giving—you’re activating a movement. Every drop proves that kindness can be bold, contagious, and relentless enough to inspire the next act.
And the best part? Drops don’t stop with us. You can create your own. And soon, you’ll be able to rep the mission through our merch—wearable kindness that fuels more Love Drops and carries the ripple everywhere.
Ruthless Kindness is our next chapter
What started as a playful alter ego—a joke character named “Ruth”—became something bigger: a mindset. Relentless giving. Fearless. Fun. Unstoppable.
That’s the spirit behind Ruthless Kindness. It’s more than words—it’s a mindset, a culture, a way of giving that refuses to stay quiet.
Our upcoming merch drops will carry this energy forward—gear that makes kindness cultural. Kindness you can wear. Kindness that fuels more Love Drops.
A portion of every merch goes back to shelters and rescues—supporting the animals and organizations that inspire this movement.
Because kindness isn’t quiet—it’s culture. And with Ruthless Kindness, we give relentlessly.