#BeKind365
by Born This Way Foundation
Award Level: Webby Nominee
Category Name: Community
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“We know that #BeKind365 is a responsive site to the communities we serve because we built it, in partnership, with the young people we serve.”
—Mitu Yilma, Vice President, Content + Brand, Born This Way Foundation
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Every aspect of the #BeKind365 website is designed to feel bright, approachable, and inspiring so visitors feel empowered to take action. The site, like the acts of kindness it promotes, is clear and accessible, prioritizing social sharing to create a ripple effect that keeps kindness flowing offline and into the real world.
The challenge
The Born This Way Foundation reached thousands of young people with its annual #BeKind21 campaign, but those inspired by the campaign kept asking the same question: “How do we keep the kindness going all year?”
The Foundation sought to create a digital platform that makes practicing kindness easy, engaging, and accessible every day through safe, inclusive, meaningful content fit for a diverse global audience.
The solution
#BeKind365 is an interactive website grounded in research that shows kindness improves mental health—both for the individual showing kindness and the one receiving it.
The platform combines bright, approachable design with tools like the Kindness Generator, Gratitude Postal Service, and Kind Connector to help users discover, share, and track acts of kindness any time, anywhere.
The results
Since launch, #BeKind365 has engaged more than 50,000 participants across 120+ countries, inspiring pledges for more than 18 million acts of kindness.
The campaign has reached millions online and continues to grow a community united by the simple belief that kindness can transform lives.
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