With original content across all platforms, TODAY aims to create, inspire and spotlight stories of empathy, generosity and humanity

To kick off the month, Lady Gaga’s Born This Way Foundation is launching The #ShareKindness Experience, featuring a LEGO® Kindness Counter

NEW YORK – December 1, 2016 TODAY’s 2nd Annual #ShareKindness campaign has launched with a commitment to promote and inspire one million acts of kindness across America. Together with various NBCUniversal brands, partners and sponsors, TODAY is rallying its audience behind one simple idea – growing the good in the world.

Viewers can participate in #ShareKindness and help TODAY reach the one million goal in various ways, including sharing kindness content from TODAY.com, posting acts of kindness on social media with the hashtag #ShareKindness and joining fans on the TODAY Plaza for various activations throughout the month. The TODAY digital editorial team will also feature select #ShareKindness posts from users in their coverage.

In addition, the #ShareKindness Experience is opening at 30 Rockefeller Center. Led by Lady Gaga’s Born This Way Foundation, the experience will offer visitors the opportunity to engage with the campaign via a curated journey of kind acts. The space, which will be open through the month of December, will feature stations where visitors can participate in the kind activity of their choice, such as sending thank you notes to service members and military veterans or decorating a lunch bag for a child in need.

To help count the one million acts of kindness, The LEGO Group has created a massive Kindness Counter, which will be displayed in the #ShareKindness Experience. Visually representing that no act of kindness is too small, LEGO® heart bricks will be dropped into the massive, customized vessel whenever #ShareKindness is used on Twitter or Instagram, to track progress towards the one million acts of kindness goal. Other ways to trigger the Kindness Counter include the sharing or posting of kind content or completing various #ShareKindness acts.

“We saw such a positive response to our Season of Kindness Campaign last year that we decided to bring it back with #ShareKindness,” said Deborah Turness, President of NBC News. “We’re expanding it to include new groups across NBCUniversal and beyond, and hope our viewers will join us as we share kindness over the holidays and into the new year."

Other digital components of #ShareKindness month include a #ShareKindness bot for Facebook Messenger that both suggests kind acts and compliments for the user to do and give and a dedicated website that includes all content from TODAY and other partners and NBCUniversal brands.

YMCA of the USA is supporting #ShareKindness by donating 10,000 acts of kindness from dedicated local Y staff, members and volunteers in communities nationwide, as part of its “For a better us” campaign. The Y supports communities and those in need year round, and this holiday season they are proud to partner with TODAY on the #ShareKindness initiative. Other NBCUniversal brands and sponsors are participating in the project by committing to acts of kindness, promoting kind content on air and online, participating in various giveaways and more.

Viewers can interact with #ShareKindness on Twitter, Facebook and Instagram or check out nbcsharekindness.com.



NBC’s TODAY is the news program that informs, entertains, inspires and sets the agenda each morning for Americans. Airing live from 7 am to 11 am ET, TODAY reaches more than 5 million people every day through its broadcast, and millions more through TODAY.com, the TODAY app, and social media platforms. Matt Lauer, Savannah Guthrie, Al Roker, Natalie Morales, Willie Geist, Tamron Hall, Carson Daly, Hoda Kotb, and Kathie Lee Gifford are the anchors and hosts, Noah Oppenheim is the SVP and Executive in Charge, and Don Nash is the executive producer.

For more information contact:

Emily Passer
NBC News
e: emily.passer@nbcuni.comp: 212-413-5544

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Thursday, December 1, 2016

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