Top 40 distributor Axis Promotions (asi/128263) celebrated a prosperous year by hitting the streets of New York City and spreading some holiday cheer.

Employees from the company’s Chicago, Burlington, MA and Rye Brook, NY offices gathered at Axis’ NYC headquarters on Dec. 8 for its year-end review and award ceremony. Instead of hiring a trainer for team building exercises, CEO Larry Cohen decided it would be more fun and beneficial to give back to the community. 

“In New York City, you see lots of homeless and struggling people as well as visitors from other countries,” Cohen says. “We wanted to share some holiday joy, create a little wonder and put smiles on people’s faces.”

Employees from different departments were divided into six teams, and given swag bags full of supplier-donated goodies: drawstring bags from Top 40 supplier Prime Line (asi/79530), clothes from Top 40 supplier alphabroder (asi/34063), scarves from Top 40 supplier SanMar (asi/84863), gloves from Debco (asi/48885), blankets from Apollo Group (asi/73392), lip balm from Tekweld (asi/90807), holiday candy from Chocolate Inn/Taylor & Grant (asi/44900) and socks, hats and blankets from Agua (asi/33205).

In addition, each team was given #AxisCares cards full of $500 in an assortment of 5, 10 and 20 dollar bills. There were no instructions other than to surprise and delight people they came across – handing money to the homeless, buying families hot chocolate or covering the next round at the bar.      

“People were crying,” Cohen says. “Some said they’d be sure to pay it forward. Others were jaded and skeptical, but we anticipated that. If they didn’t want to take it, they’d see other folks take it and see that there were no strings attached. People came out of it realizing how all these little things can make a difference in people’s days.”

The random acts of kindness were so successful and fulfilling for Axis’ employees that Cohen plans on doing them next year as well.