Initiative to promote kindness in Greater Cleveland outstripped 2021 goals, to expand in 2022 with app, billboards, school efforts

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CLEVELAND, Ohio – An effort to rebrand Better Cleveland as “Kindland,” fostering better empathy and respect by means of acts of kindness, outstripped its purpose for 2021 and is trying to develop in 2022.


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The initiative has unveiled an app that can enable folks to simply doc acts of kindness through their cell telephones. Early subsequent 12 months, yard indicators and billboards touting the initiative will begin to pop up. And in February, Cleveland and Akron colleges every plan to take the initiative into their buildings to advertise kindness amongst their college students.

The hassle coordinated by the Values-in-Motion Basis and launched in 2020 had hoped to doc 1 million acts of kindness by the top of 2021.

However the response was overwhelming.

“Thirty-seven million [acts of kindness] and counting,” stated Stuart Muszynski, the president and CEO of Values-in-Motion Basis.

Because the initiative launched about 18 months in the past, greater than 300 group leaders and organizations signed on to be concerned within the Kindland venture. They embody Boys and Ladies Golf equipment, Rotary, YMCA, United Church of Christ, the Catholic Diocese, different faith-based communities, Northeast Ohio Dad and mom Journal, native media shops, native police organizations, group governments and plenty of companies.


Stuart Muszynski is president and CEO of Values-in-Motion Basis.

The concept behind the initiative is easy.

Analysis has proven that pressure and stress launch unhealthy hormones into the physique. Acts of kindness result in the discharge of endorphins, hormones that increase happiness.

Happier individuals are more healthy. Elevating collective happiness raises high quality of life, making the area extra engaging as a vacation spot for folks and companies to find.

Documenting the acts of kindness is one approach to unfold the phrase, hopefully uniting folks as cultural change grows.

“It is a super antidote to all of the negativity in society as a result of it has an computerized pay-it-forward,” Muszynski stated.

The brand new app additionally lets customers flick thru listings of others’ acts, Muszynski stated. Somebody who’s feeling a bit of blue may use that function as a “pick-me-up.”

A number of the 37 million acts are large-scale efforts, such because the Better Cleveland Meals Financial institution’s meals help for almost 780,000 households in 2020 and this 12 months, or blood donations from 150,000 folks by means of the American Pink Cross in Cleveland.

However acts of kindness occur on the particular person degree, too — neighbors serving to neighbors, eating places serving health-care staff, folks aiding with grocery looking for newfound associates, or a grade-schooler telling somebody they make a distinction of their life.

Values-in-Motion Basis has utilized its methods in colleges throughout the nation for greater than 20 years, working to construct a tradition of kindness as a core worth.

From 2017 to 2020, Muszynski’s basis took its program to John Adams Excessive College in Cleveland, selling a tradition of kindness to college students. The outcomes: Suspensions declined 70%, commencement charges climbed from 50% to 95%, and incidents of violence and gang exercise within the faculty disappeared.

Within the wake of the coronavirus pandemic, these efforts are wanted now greater than ever, Muszynski stated.

“After the pandemic, children significantly are absorbing the unfavorable results of society,” Muszynski stated. College violence, bullying, and incidence of minor suicide are up.

A number of firms are excited by utilizing the app internally, tailoring it to permit staff to observe the acts of kindness of their colleagues. Amongst these firms are Sherwin-Williams, Swagelok, and Orlando Baking Co.

The concept is to advertise a better sense of happiness within the office, Muszynski stated. Analysis has proven that acts of kindness can foster better innovation and productiveness within the office.

The Mandel Jewish Neighborhood Heart and Notre Dame Faculty are also contemplating use of the app.

Finally, the Kindland initiative seeks to create a tradition of kindness that lifts the complete area, Muszynski stated.

“We very effectively may change into the kindest place within the nation,” he stated.


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