The Surrey-based firm is offering an event option where attendees are sent a card which asks them to complete an act of kindness before the event.
Action can range from donating to a local food bank or doing shopping for an elderly neighbour. The agency has put together a list of suggestions and recommended charities.
Guests fill in their cards with a note about their action and bring them to the event, where they are displayed as a centerpiece for attendees to read.
Indigoblu tested the concept at its Christmas parties and is now launching it as a full event offering.
Amanda Allan, director of Indigoblu, came up with the idea to replace gifts that guests traditionally bring to its private events such as birthdays.
"More and more companies are looking for ways to become more socially aware," she said. "People, too, are attracted to a simpler approach to life and are tiring of endless consumerism. Added to which there seems to be a sense of charity fatigue out there. So doing something as tangible as a random act of kindness is a different and immediate way of making the world a better place, one small step at a time."
What do you think of the idea? Comment below and let us know.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by