This tailoring shop breaks a gender barrier you might not have even known about.

Imagine you're walking by a payphone in Abilene, Texas, when it unexpectedly rings. You pick up, only to hear that a total stranger over 1500 miles away in San Francisco is on the other end of the line. Do you argue, as so many social media algorithms would have people do? Or do you dig into your primal human instinct, the one that makes evolution possible, and find yourself connecting?

The biotech company Matter Neuroscience had this thought. What if they chose one of the most conservative and most liberal cities in the U.S. and installed free payphone-looking devices in each one? The idea is to bridge the gap between the great divide many are currently experiencing. Whether due to politics, religion, or different lifestyles, many are seemingly forgetting that we're all just human beings searching for contentment.

On their Instagram page, Matter Neuroscience (@Matterneuroscience) explains that it's about people connecting from all walks of life. "The goal of this project is to create space for friendly, human-to-human conversations. We believe that a few different opinions (even on important political topics) should not block us from having a truly positive, maybe even fun conversation with other humans."

How it works

As explained on the initial Instagram Reel, "When one phone is picked up, it automatically calls the other." In a video, we see one of the Matter Neuroscience teammates, Logan Ivey, setting up an old payphone that was bought on Facebook Marketplace for $300.00. Ivey jimmies it open to put a modem inside, with a Verizon SIM card inserted. In essence, it's a cell phone inside of a payphone.

On the side, the words "The Party Line" are painted to entice people walking by to give it a shot. At the top of the "payphone" in San Francisco, they've written "Call a Republican." (In Texas, it says "Call a Democrat.") There's an extra plaque at the top that says, "This payphone is a social experiment. Right now you're in San Francisco, the most liberal city in America. When you pick up this phone, it will automatically connect you to another payphone in Abilene, Texas, the most conservative city in America."

They continue their mission statement, writing, "The goal for this project is to have people from different places have meaningful conversations. Because hostile political discourse increases our brain's cortisol levels and suppresses our happiness. But positive conversations do the opposite. We are recording the conversations so that we can highlight positive ones on our social media account, though any personal names shared will be bleeped out, as we treasure your anonymity. Have fun and enjoy!"

The results

People are already taking the "have fun" part to heart. In one conversation, the phone rings in Texas and a young woman answers. After some giggly pleasantries, they each establish the cities they're in and the current weather. The adorably pure laughter continues as they realize what a cool thing they're taking part in. The Texan shares, "I've been to San Francisco before. You have those cool little streets and stuff."

The Californian is, unfortunately, late for a meeting, but noted, "I was like I had to pick up." The Texan is glad she did, gushing, "Oh my goodness. We picked up at the same time. I'll probably never see you again. But Jesus loves you and I hope you have a good life."

The Californian agrees. "Oh yeah, you too. Sending you all the best. All the blessings."

Another conversation has a Texas woman and a California guy connecting nearly immediately. He admits, "I was running down the street and I heard the phone ring. Wait a second, I know that phone!"

They laugh and once again pleasantly discuss the weather. He then asks, "What else do you want to talk about?"

She answers honestly, saying, "I don't know! We just wanted to call and make some friends." He replies, "Oh fantastic! Well, I'm going to meet a bunch of friends out. We're a group called Moto Chug. It's not really a group, but it's the group text name. And we're all friends who ride motorcycles together." He tells her a bit about their group, to which she replies in earnest, "You are so cool. I hope that you know that. And I hope that you go and tell your friends that this random college kid from Abilene, Texas thinks that you guys are so cool."

He sweetly responds, "Awww, awesome! Right on! Well, it's great to talk to Texas, man. Hang in there. I've got good family in Texas and they're all great people. Hella love going from San Francisco to Abilene, Texas right now."

They then exchange names before he tells her, "We need to make more connections to make this a better place."

The comment section is delighted. One writes, "I'm grinning from ear to ear — just pure joy on what's going on here! Can't wait for the next call."

Another adds, in part, "The type of discourse we really need in this country."

Matter Neuroscience and their mission

Matter Neuroscience has been searching for the definitive formula for happiness since they were founded in 2019. Alongside the Happiness Research Institute, Maastricht University, and the Icahn School of Medicine at Mount Sinai, they (according to their website) sought "to find a universal biomarker for happiness to guide all of us to long, happier, healthier lives." But what they've found is that the answer is far more complex than some doctors or even philosophers might suggest.

Upworthy had the chance to chat with Ben Goldhirsh, who co-founded Matter Neuroscience, alongside neuroscientist Axel Bouchon. (Small world! Goldhirsh incidentally was also one of the co-founders of GOOD Worldwide, the umbrella company of Upworthy.) He explained that in all of his research, he has found that if people only understood how the brain worked, it could make a real difference. "It's interesting how culture sort of focuses you on certain areas. The reality is that your biology requires this rainbow of activity."

He also notes that everyone should benefit from happiness research, not just depression and anxiety patients. Their team decided, "We should create something that is useful to everyone. So, we basically opened up the 'Emotional Fitness Club' (an app.) Everyone should understand the science of happiness. We all have this incredible organ, and we're trying every day to teach people about this stuff."

The payphone experiment wanted to test how people, when stripped to just two voices across the country, would react to one another. "One of the topics that a lot of people in our community were talking about is how stressful things feel right now. And so cortisol is this fascinating and super valuable chemical in the brain that is popped out when we experience conflict or a fight-or-flight response."

The question posed was: "Are we in a state of fight or flight actually? Or are we actually just misconstruing things and feeling like we're in conflict? If we put a phone booth in the most liberal city and the most conservative city based on voting blocks, will people choose conflict? Because in a way, that's what the media would make you think people would choose. Or will people choose to connect and find common ground, which releases all these positive emotions, or chemicals, in the brain? Will they choose cortisol and conflict? Or will people choose cannabinoids and finding common ground?"

Turns out, at least so far, that 100 percent of the people in these conversations have chosen common ground. "I get to listen to all of this. It's this amazing break from the funny mirror that we're constantly looking in."

Additionally, Goldhirsh shares that people are just looking to connect. "People don't want to be seen as stereotypes. People look to connect on human stuff. Like 'Oh, I'm on a date.' Or 'Gosh, this sandwich is so expensive.' Humans are awesome, and if given the chance to connect, it brings out our humanity. And it's really nice to see how we biologically evolved to connect with each other directly. And when we have those opportunities, it turns out the best parts of us."