KIND, the UK’s fastest growing healthy snack bar brand, announces a new partnership with suicide prevention charity, Campaign Against Living Miserably (CALM). From 31st December, through to March 2021, KIND Snacks will be giving the charity 5p from every bar sold in WHSmith, who will be matching the donation from sales across their Travel and High Street stores. Tesco will also be supporting the initiative, from early 2021 and talks are underway with additional national retailers.
The brand has committed to a minimum donation of £50K for the year ahead which will go towards supporting CALM’s lifesaving helpline, so that CALM can continue to provide free, anonymous, and confidential support from 5pm-midnight, 365 days a year for whoever is struggling.
UK Marketing Director John McManus says: “It’s absolutely fantastic to have the support of both retailers for our charity partnership. We are committed to helping support CALM’s life saving work, a cause that sits at the very heart of the KIND brand. This new initiative will support our ongoing efforts to champion the importance of exercising kindness given its mental health benefits of boosting confidence, happiness and optimism”.
As part of the wider partnership, new social data research recently commissioned by KIND, revealed the milestone moments in 2020 that have had a direct impact on how the UK has exercised kindness online. Surveying Brits’ tweets from the entire year, the index revealed that moments such as Marcus Rashford’s End Child Food Poverty campaign, Clap for Carers and Captain Tom’s 100 laps all significantly swung online chat for the better, whilst national lows included the announcement of the second lockdown and the introduction of the three tier system.
What’s more, the data revealed that despite the challenges 2020 has brought, it’s set to be one of the kindest yet. Commissioned by KIND Snacks, the index, coined the ‘Kind Curve’, shows how we have come together as a nation at key events throughout 2020. Remarkable acts of kindness have dominated news stories alongside rolling Covid-19 updates and as a result of the data displayed in the Curve and now KIND Snacks is calling on the nation to ensure this wave of kindness continues into the new year.
Source: Kind Snacks