'Sesame' Launches Kindness Campaign

"Sesame Street" has launched the new Everyday Heroes Club initiative to continue its mission of helping kids grow smarter, stronger and kinder.  

April 6, 2018

'Sesame' Launches Kindness Campaign

Brand partners including American Greetings, Hasbro and HBO to lend support.

"Sesame Street" has launched the new Everyday Heroes Club initiative to continue its mission of helping kids grow smarter, stronger and kinder. 

The new project includes online activities, Muppet videos, local events and a social media campaign, all designed to encourage kids and families to engage in acts of kindness.

The initiative launched Monday with an appearance by Elmo, Cookie Monster, Abby, Grover and Big Bird on the "Today Show" in the U.S., and is expected to spread to Sesame Workshop’s international partners over the coming months.

“In our busy, complicated world, even a small act of kindness can make a surprisingly big difference,” says Scott Chambers, senior vice president, North America media and licensing, Sesame Workshop. “We are so excited about this project because it represents the essence of who we are as an organization: we teach through our engaging content and our furry, loveable Muppets, while our wonderful partners and our most engaged audience members help us spread

the word.” 

Kids and families are encouraged to share their act of kindness on the website SesameHeroes.org to earn a membership card, club certificate and special badges including Manners, Respect, Giving and Sharing. Local events are already planned at The New York Public Library, The Miami Children’s Museum and The Chicago Children’s Museum.

Other highlights of the campaign will include a new song by Aloe Blacc, “Everyday Heroes,” that will be featured on "Sesame Street’s" YouTube channel and participation from brand partners including:

  • American Greetings will make donations at local city events and offer social media support;
    • Ape Entertainment will give book donations at local city events and feature a special “Everyday Heroes” story in an upcoming comic book;
      • Apple & Eve will make donations at local city events and offer social media support;
        • Beaches Resorts will feature Everyday Heroes Club programs at its locations including on-site "kindness mission" activities, badge rewards for guests and more;
          • Sandals Foundation will implement the program at local schools and offer social media support;
            • Earth’s Best will make donations at local city events and offer social media support;
              • Hasbro will donate toys at local city events and offer social media support;
                • HBO will host five Everyday Hero events, social media campaigns and special promotional content;
                  • PBS will offer social media support, local PBS station Everyday Hero resources and host as series of events;
                    • Random House will donate books at local city events and offer social media support;
                      • Studio Fun will make donations at local city events and social media support; and
                        • Univision will feature Spanish-language Everyday Heroes videos on "Sesame Amigos’" social media pages.

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