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Bumkins Joins Born This Way Foundation for its Third Annual “#Bekind21” Campaign

The Campaign Calls on Participants to Practice Acts of Kindness for 21 Days This September

Today, Bumkins and Lady Gaga’s Born This Way Foundation – with support from 150 additional partners – announced the launch of Born This Way Foundation’s 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 campaign encourages everyone to build habits that promote wellness and cultivate kindness through action.

From September 1st to September 21st, the campaign invites schools and colleges to kick off the new school year by establishing kinder habits, and for corporate partners, nonprofit partners, and all other participants to head into the fall with a spirit of compassion and kindness across their organizations and in their communities.

“Bumkins is excited to be a part of the #BeKind21 campaign. We believe the foundation for kindness begins at home. Through the Bumkins network of parents and caregivers, we hope to kick off conversations about kindness throughout the month of September with the goal of encouraging our community to be kinder to themselves as well as to instill that kindness in their children, neighborhoods, and beyond.” – Jakki Liberman, President, Bumkins

Bumkins will participate in the challenge by encouraging making kindness a habit within our community of parents, caregivers, and children. Using #BeKind21 Bumkins will share our acts of kindness on social media and our website, throughout 2020 and beyond. Also partnering on the challenge are more than 150 schools, nonprofit organizations, government institutions, sports teams, and corporations across the country.

“This campaign aims to create a culture of kindness and foster healthy communities,” said Cynthia Germanotta, co-founder and president of Born This Way Foundation. “Our #BeKind21 initiative is an opportunity for all of us to put kindness into action. We believe that being kind is advocating for a world that values, validates, and respects all people. Together we are building a movement based on actions that create a future that is kinder, braver, and more just.”

Studies have found that performing acts of kindness can boost happiness (Dunn, Aknin, & Norton 2008) and increase feelings of self-worth and calm while decreasing feelings of depression (UC Berkeley, Greater Good Science Center). Born This Way Foundation’s research found that young people who describe their environments as kind are more likely to be mentally healthy. That’s true for youth in high schools, colleges, and workplaces.

This year’s #BeKind21 Campaign will build on last year’s effort during which, with support from over 130 partners, 1.6 million participants engage in over 41 million acts of kindness. Individuals who take the pledge will receive exclusive kindness suggestions, tips, and inspiration from Born This Way Foundation’s co-founders and partners, and have a chance to be featured on


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

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

GGM Staff



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