Above: George explains how his involvement in the 7-day Peopleforgood challenge has made the world a better place and left him feeling “enlightened”.

On some abstract level, the good people of Peopleforgood.ca are correct; this self-defined “social movement” has identified the problem of ‘too much bad’ in the world and sought to rectify the situation by adding more ‘good’. Calling out to the masses through a massive bi-lingual publicity campaign (including newspaper, public transit, and google ads; billboards; TV and radio spots; and a smart phone app), People for Good aims to mobilize all benevolent Canadians behind the vague moral imperative of ‘good’. Their irrefutable agenda for social progress, delivered from a position of absolute moral authority (‘We are the good’) is outlined on the ‘Manifesto’ page of their website: “We’re People for Good. And our goal is to make the world a better place, one good deed at a time.”

Potential do-gooders are directed to PFG’s user-submitted list of ‘Good Ideas’ while the movement’s most ambitious (and photogenic) moral utopians are invited to participate in the seven-day ‘Good Experiment’ challenge: perform one good deed each day for a week and create a video diary about the experience.

But you won’t find many good ideas in People for Good’s list of ‘Good Ideas’.