Actually Curious Card Game

We are Curiosity Lab, a purpose-first marketing strategy firm and think tank committed to helping organizations build community around their values, and to creating a more diverse and inclusive advertising landscape. 

To live our values, we alongside our team, produce thought-leadership and community action programs to drive learning and engagement around issues like Poverty, Education, Sustainability, Criminal Justice, Women's Right and Equality to name a few.


A mission to fight divisiveness in our country. Fuck hate!

We were paying attention to the divisiveness in our country and wanted to do something about it! We looked inward, and made acknowledgment to unconscious biases and past traumas, that we sometimes show up with, that prevent us from truly having a conversation.

We wanted to create a fun, creative way for people to get beyond small talk and to start getting real! Inspired by the NY Times viral article "the 36 Questions that lead to love", as well as conversations with researchers from Columbia's Difficult Conversations Lab and relationship experts, the Actually Curious card game encourages participants to ask and respond to progressively deeper questions that teach each player bit more about one another and how they view the world.   

We created 50 decks of cards, that sold out in one week! 

Our first buyer on the first day of the campaign, was a visitor from London who saw a poster that read "Is sustainable consumption ableist?" positioned in the heart of hipster Williamsburg Brooklyn. Amused by the irony, she bought our cards the first day... and let us know we might be on to something! We then made 100 more, which sold out on Amazon in 4 days!



#actuallycurious on Instagram

The people let us know we were on to something!

We collected feedback from our friends, people who bought the game, and strangers. We tested the game in various scenarios... dinner parties, office ice-breakers, over drinks with friends. We heard feedback from event hosts, single people on dates and committed couples. We heard reactions like...

  • "Played a game Actually Curious at a party and heard you created it! Congrats! How can I get one?" -27 yr old single female NYC 

  • "Playing this game with my girlfriend was like therapy. First time was a little intense, the second time was deeply connecting. I think you might be on to something." - 42 yr old male player 

  • "I just got back from an amazing date with a guy who brought YOUR Game. He was awesome and I def want to hang with him again. How can I get your game?" -31 yr old single female NYC 

  • "I didn't think i'd like this game. But i have to admit, it's pretty awesome" - 34 yr old, Burly Older Brother who was concerned about opening up 

We decided to launch a Kickstarter campaign to fund the first official production of cards for mass distribution and hit our fundraising goal in 3 day, during the busy holiday season.


Kickstarter Funded in 3 Days!

We were overwhelmed by all the support we were seeing for this movement from all over the country and world! In the US, our home states of NY and Cali represented strong, but we received pledges from over 10 countries and from cities across the US we wouldn’t have imagined.

And it was the purchases on Amazon that blew us away! Chattanooga, Birmingham, Seattle, Columbus, Las Vegas… all across America our people started finding us and buying the game.


Actually Curious Card Game
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Actually Curious Card Game
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