Rebecca Manzi Jose Cruz, 32, brings free hugs and hopeful signs to New York and beyond, turning his own struggles into a viral movement of kindness and resilience.
@worldneedslovetour/Instagram
In New York, where people often rush past one another without a glance, one man has chosen to fight his own inner fragility with a simple yet powerful gesture. Jose Cruz, 32, from Brooklyn, has launched what he calls the World Needs Love Tour. Armed with hand-painted signs and the offer of free hugs, this young New Yorker tries to bring comfort to strangers, gifting small moments of human warmth in a city that rarely slows down.
From struggle to rebirth
Cruz knows all too well the weight of solitude and anxiety. Those feelings intensified during the pandemic, when even something as ordinary as going to the grocery store felt frightening. Out of that painful experience came an idea: to turn his own discomfort into a universal message, reminding anyone who crosses his path that “better days are coming.”
Signs that speak to the heart
With white poster boards bought in neighborhood shops and thick black markers, Cruz writes short, striking phrases: “The world is a better place with you” or “If you’re looking for a sign that things will get better… here it is.” The words are simple, yet they hit deep. On the Brooklyn Bridge or in Times Square, passersby often stop, read, and sometimes allow themselves to melt into a hug.
A viral wave of empathy
In just three years, Cruz’s initiative has gone viral. It has moved from New York’s streets to social media, then on to Los Angeles, Miami, and other American cities. Tourists from abroad now photograph his signs alongside snapshots of the Statue of Liberty or the Empire State Building. For many, Cruz has become a symbol of resilience, a living reminder that human connection can brighten even the darkest of days.
The city’s antidote to isolation
Cruz isn’t a psychologist or a therapist. Yet he has become what some might call an urban antidote to isolation and depression. His goal is to keep traveling, to spread the awareness that every life has worth. He likes to put it this way: “Your current situation is not your final destination.”
