This August, 24-hour preschool television channel Sprout will
launch a new multiplatform prosocial initiative, "Kindness Counts,"
designed to support the development of empathy in preschoolers by
promoting small acts of kindness that matter big. The
long-term campaign will include a series of PSAs, digital and
social media components, programming tie-ins and local extensions -
all targeting parents and caregivers of preschoolers - with the
ultimate goal of logging one million acts of kindness reported to
Sprout from families all across the country.
"As bullying among school-aged children continues to be a growing
concern for communities and parents across the nation, it is now
more critical than ever - and never too soon - to start building
empathy in young, preschool-aged children," said Sandy Wax,
president of Sprout. "Empathy and kindness are a consistent
theme with Sprout's gold-standard programming and trusted
characters, so Sprout is uniquely positioned to deliver our
'Kindness Counts' message to families of preschoolers all across
the country."
According to a Harris survey of over 1,000 parents nationwide, 67%
of parents with children 3-7 years old worry that their children
will be bullied (NY Times, October 2010); and 83% of Sprout parents
surveyed are concerned about their preschoolers potentially being
bullied or bullying others. Building empathy with young
children can help encourage them to consider other people's
feelings and offer help or expressions of understanding - something
as simple as a hug, getting a towel to help clean up a spill, or
sharing a box of crayons with a friend.
Earlier this year, First Lady Michelle Obama said during the White
House Conference on Bullying Prevention, "As parents, we know we
need to make a real effort to be engaged in our children's
lives…but parents aren't the only ones who have a
responsibility. We all need to play a role." Experts
believe that it's never too soon to start teaching children about
respect and kindness for others and Sprout's "Kindness Counts"
campaign will deliver meaningful, fun and simple ideas for being
kind that families with preschoolers can share
together.
"The early years of life appear to be critical for the development
of children's sympathy and caring behavior," said Dr. Nancy
Eisenberg, Regents' Professor of Psychology and Editor, Child
Development Perspectives. "Children who attend to and respond
to others' distress and need in the late preschool years are more
likely to be caring and helpful people in adolescence and early
adulthood. Thus, it is critical that parents and teachers be
aware of ways that they can foster their children's positive
behaviors early in life."
Launching in August, Sprout's "Kindness Counts" PSAs will feature
preschoolers, Sprout characters and even celebrities demonstrating
real acts of kindness. Families will be encouraged to visit
the "Kindness Counts" microsite at SproutOnline.com to add their
child's act of kindness to the Kindness Counter. Various acts
of kindness sent in from Sprout families nationwide will be
highlighted on the air during Sprout's live morning show, The Sunny
Side Up Show. Parents will also be able to find articles and
expert advice on the value and importance of developing empathy in
young children, printable materials that daycare providers or
families can use at home or in school to track their own small acts
of kindness, and links to games and activities at SproutOnline.com
that celebrate the spirit of kindness.
Kindness materials will also be available through the website to
local communities, daycare providers and affiliate partners so that
children and families can learn more about kindness and track their
individual acts. Additionally, Sprout will host several local
grassroots events that will take place throughout the year in
yet-to-be determined markets featuring Sprout talent.
About Sprout®
Available in over 50 million homes, Sprout is the first 24-hour
preschool destination available on TV, on demand and online for
children ages 2-5 and their parents and caregivers. The
24-hour digital channel, which launched in September 2005 along
with the website (SproutOnline.com), is the only channel that
follows the day of a preschooler from breakfast to bedtime with its
distinctive, interactive programming and original hosted
blocks. Sprout's VOD offering is the #1 on demand service for
younger children with over one billion views.
Sprout is a partnership among NBCUniversal, HIT Entertainment,
PBS and Sesame Workshop. Its program lineup of gold-standard,
curriculum-based preschool shows includes: Sesame Street®,
Bob the Builder™, Barney & Friends™, The Wiggles®, Thomas &
Friends™, Caillou®, The Berenstain Bears™, Roary the Racing
Car™, dirtgirlworld and more.
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Press Contact:
Jenni Glenn
Sprout
215-286-2703
jenni_glenn@sproutonline.com