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KIND And Kevin Durant Unveil New Initiative To Show It's Strong To Be Kind™
Published:
3/13/2014 12:43:10 PM


KIND Healthy Snacks (KIND) and NBA star Kevin Durant unveil movement to show it's strong to be kind(TM). Partnership looks to change perceptions of strength and kindness, and to rally Americans to stand up. "There's a difference between standing up for my team and trying to be a standout," says Durant. (Photo courtesy of KIND Healthy Snacks). (PRNewsFoto/KIND Healthy Snacks)
 
NEW YORK, NY -- KIND Healthy Snacks (KIND) and NBA star Kevin Durant today announced that they have partnered to launch a new cultural initiative that aims to challenge deep-rooted stereotypes and redefine cultural perceptions of strength and kindness.

Through the initiative, the purpose-driven healthy snacks company and global basketball icon are looking to define kindness for what it really is – the greatest show of human strength. In conjunction with the program, KIND and Durant are looking for one million people to join them in taking the STRONG & KIND pledge to support a$1 million donation from KIND to the Kevin Durant Charity Foundation, which will be used to create programming for at-risk youth to teach them that it's strong to be kind™.

With this movement, both partners seek to flip ingrained definitions on their heads, so that society no longer views strength as dominance and superiority over others, and kindness as its opposite – a sign of weakness.

"As a pro athlete, I know it can be easy to focus on trash talk and negativity," said Durant, the NBA's leading scorer this season and five-time NBA All-Star. "Kindness can sometimes be mistaken for weakness, but I want to change that perception. The reality is that it takes a lot of strength to be kind."

"We don't tend to associate strength with kindness. Actually, the two are integrally connected," said Daniel Lubetzky, founder and CEO of KIND. "At KIND, we believe that it takes courage to go outside your comfort zone and do something kind, particularly when you need to stand up for someone else. Kevin exemplifies this on a daily basis. With this movement, we hope to start a conversation about how it's strong to be kind."

By taking the pledge at www.strongandkind.com, people are committing to:
  • Having the courage to be kind when others may not.
  • Looking out for those who can't look out for themselves.
  • Standing up when others would rather stand out.
  • Leaving their world a kinder place than they found it.
  • Being STRONG & KIND.
People are encouraged to join the movement at www.strongandkind.com, and to join in the conversation on social media through the hashtag #strongandkind.



















Source via PR Newswire

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