LADY GAGA’S BORN THIS WAY FOUNDATION LAUNCHES THIRD ANNUAL “#BeKind21″ CAMPAIGN ENCOURAGING KINDNESS AND COMPASSION

More Than 165 Partners Will Join The Campaign Starting September 1st

August 18, 2020 – Today, Lady Gaga’s Born This Way Foundation – with support from Sesame Workshop, MusiCares, The KIND Foundation, Lyft, Verizon Media, Kate Spade New York, Chipotle, Deloitte, and Bumkins – announced the launch of its third annual #BeKind21 Campaign. As communities across the world face the trauma of a pandemic, the ongoing racial inequalities, and a host of global challenges, this year’s campaign has been uniquely designed to be responsive to today’s movements, to showcase that kindness is not an empty gesture; rather, kindness is a verb. To be kind is to speak up. To be kind is to prioritize your mental wellness. To be kind is to advocate for a world that values, validates, and respects all people.

From September 1st to September 21st, the Campaign invites schools and colleges, corporate partners, non-profit partners, and all other participants to integrate kindness in their daily lives. This year’s #BeKind21 Campaign will build on last year’s effort during which, with support from over 130 partners, 1.6 million participants from around the world generated over 41 million acts of kindness.

“While our world is different this year, our mission has never been more important,” said Cynthia Germanotta, co-founder and president of Born This Way Foundation. “Simple acts of kindness will go a long way in a time when so many are searching for connection and hope. Kindness is powerful, and together we can create a movement to build a future that is kinder, braver, and more just for all.”

Individuals who take the pledge will receive access to calendars, tips, and inspiration from Born This Way Foundation’s co-founders and partners, and have a chance to be featured on ChannelKindness.org and other partner platforms.

About Born This Way Foundation

Led by Lady Gaga and her mother Cynthia Germanotta, Born This Way Foundation was founded in 2012 to support the wellness of young people and empower them to create a kinder and braver world. To achieve these goals, Born This Way Foundation leverages evidence-based research and authentic partnerships in order to provide young people with kinder communities, improved mental health resources, and more positive environments – online and offline. To learn more, visit https://bornthisway.foundation/.

About Bumkins

Built upon the success of the company’s award-winning SuperBib®, Bumkins’ product line includes a variety of baby and toddler bibs, children’s smocks, and eco-friendly reusable bags made from its signature soft, machine washable, waterproof fabric. Geared towards children ages 0-7 years, the company has also branched out to produce silicone teething products along with a line of silicone dishware and utensils, further solidifying its stronghold in the feeding industry. Based in Phoenix, Arizona, Bumkins products feature fun, colorful prints of Bumkins’ own design, along with those from licenses like Disney, DC Comics, Hello Kitty®, Harry Potter™, and Nintendo. For more information, please visit bumkins.com.