Serve the City began as a grassroots movement in 2005 in Brussels, Belgium, founded by Carlton Deal. Inspired by the vision of connecting volunteers with those in need, the initiative sought to create a bridge between people from all walks of life—uniting them through service. What started as a small group of individuals helping their community has now grown into a global movement.

With the motto “Serving is the new cool,” Serve the City focuses on engaging volunteers to address social challenges such as homelessness, poverty, refugee support, and more. Operating in cities around the world, the organization emphasizes kindness, compassion, and practical action as a way to transform lives and build stronger communities.

Today, Serve the City is active in over 100 cities across six continents, connecting thousands of volunteers with opportunities to serve and inspiring others to embrace the power of service. Each project is a testament to the belief that small acts of kindness can lead to significant change.