Kind launches ‘Exercise Kindness’ campaign in partnership with Pieta

Snack company is celebrating Random Acts of Kindness Day by donating €1pp to Pieta for every person that follows Kind Snacks Ireland on Instagram

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Brand Central

17 February 2021 | 0

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Healthy snack company Kind has teamed up with Pieta as its new charity partner for 2021. The aim of the partnership is to encourage all of us to exercise kindness, the company states, “because we know that a small kind act is a great way to be kind to your mind, and the minds of those around you”.

Kind is launching its Exercise Kindness campaign today to celebrate Random Acts of Kindness Day and will donate €1pp to Pieta for every person that follows Kind Snacks Ireland on Instagram. In doing so, Kind hopes to inspire its community to carry out their own acts of kindness.

Kind will be partnering with like-minded brands in March and April to create virtual events that raise money and awareness for Pieta and in May and September, the brand will be partnering with retailers nationwide to create an on-pack donation of 10c per bar going to Pieta.

Through the course of the partnership, Kind hopes to raise €15,000 for Pieta, which will support 15 people through Pieta’s life-saving counselling services.

“We are so pleased to have the support of Kind this Random Act of Kindness day and we look forward to working with them through the rest of 2021 to raise funds and awareness for Pieta,” said Rachel Murphy, fundraising director of Pieta.

“The donation from Kind will help Pieta to support people in suicidal distress, self-harming or bereaved by suicide,” she added. “Pieta’s service is free to anyone who needs it and the support of Kind will help reach people throughout Ireland.”

Kind’s ambition for 2021 is to continue to educate and inspire people to ‘live Kind’ with the products and information they need to treat their body kindly.

The Kind Curve, a social listening piece commissioned by Kind Snacks in January 2021, showed that kind moments peaked in the darkest days of lockdown. The nation rallied together to support each other when the times got tough. Remarkable acts of kindness dominated news stories alongside rolling Covid-19 updates and as a result of the data displayed Kind Snacks is encouraging the nation to strengthen their mental health through exercising kindness and ensuring this wave of kindness continues for 2021.

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