Schools Across America Invited to Watch Kickoff for Kindness Video and Participate in the Kindness Games

CLEVELAND–(BUSINESS WIRE)–The Values-in-Action Foundation through its Kindland initiatives with support from the National Football League Foundation will send a free 40-minute “Kickoff for Kindness” video to 266 schools with 79,000 students in 27 states across the country. (Numbers at the time of release publication; registration is ongoing through February 5th)

The fun-filled energetic video, introduced by student broadcasters, features several players from the National Football League and selected student peers providing inspirational messages about acts of kindness they performed. Star players such as Green Bay Packers running back Aaron Jones, San Francisco 49ers defensive tackle Arik Armstead, and New York Giants outside linebacker Kayvon Thibodeaux are featured in the video.

The Kickoff for Kindness video encourages students to lead with compassion and empathy, while being inspired by NFL players.

“All schools are encouraged to show the video February 8 so that students feel united in working toward one common goal – treating one another with kindness, caring and respect, ” said Stuart Muszynski, CEO and Co-Founder of the Values-in-Action Foundation.

“The NFL Foundation is deeply committed to character education,” said Anna Isaacson, NFL SVP Social Responsibility. “We are excited to support Kickoff for Kindness to help educate youth across the country about the importance of treating each other with kindness and respect.”

Schools must register at by February 5, 2024 to receive the email of the video prior to February 8. Schools can fit the video into a viewing schedule that works best for them.

As a follow on to the Kickoff for Kindness video, Kindland is also announcing the Kindness Games – a national competition among schools running between February 9 and May 10.

“The Kindness Games are important because they will heighten student and staff awareness to the importance of kindness and the positive impact it can have on their lives and the lives of others, ”added Mr. Muszynski.

Schools will compete to log the most acts of kindness students performed and/or witnessed on the Just Be Kind® App. (Just Be Kind

There are two categories in the Kindness Games. The first is the total percentage of participants compared with a schools total enrollment. The second is the total percentage of acts of kindness compared with a school’s total enrollment. Using percentages allows schools of different sizes to compete fairly.

Each of the above two categories will have cash prizes of $5,000, $2,500, and $1,000 for first, second, and third places, respectively, and for each of the following grade levels: K-5, 6-8, and 9-12.

Schools can register by choosing one educator to register their school as a Kindland Games participant at The Kindness Games information should then be shared with all staff and students. The Just Be Kind App needs to be downloaded and registered on the app under their school name for individuals to participate.

Winning schools and grade levels will be announced in mid-May and recognized nationally.

About Kindland

Kindland is a national initiative of Values-in-Action Foundation, a non-profit organization that has been in the business of spreading positivity and kindness for 29 years. It has created and implemented a variety of programs to service all demographics in schools, businesses, and the community. It has reached over 1.7 million students in all 50 states.


For further information contact:

Amanda Guarnieri

Values-in-Action Foundation


Written by SerieAUKWire

Dawn and J.J. Watt Tackle Super Bowl LVIII’s Greasiest Messes

AEG Releases 2023 Diversity & Inclusion Report