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KIND Announces KIND HEROES to support Mental Health

Although the coronavirus crusade continues, humanity has somehow managed to achieve some semblance of normalcy. The strength we exhibit during difficult times should be no surprise, there’s no match for our togetherness.

Much of this strength can be owed to those who work on the frontlines, day in and day out, risking their lives to ensure our health and safety. Commendably, we’ve done well expressing our thanks to essential works through billboards, commercials and community initiatives. One area that has received less consideration though, is the impact frontline work has had on their mental health. Imagine having to do your job in an atmosphere of uncertainty for months on end, all while being expected to maintain a semblance of strength.  

To help bring more awareness and support to the mental health crisis frontline workers face, KIND is launching a multi-faceted project named KIND HEROES. A recent study by JAMA (The Journal of the American Medical Association) found that over 50% of physicians working on the frontlines felt depressed. With no clear end in sight to the pandemic, and without sufficient support, continual trauma is likely.

The KIND HEROES initiative will donate 100% of proceeds to NAMI, the nation’s largest grassroots mental health organization. They plan to pledge a minimum donation of $25,000, matched by an additional $25,000 from The KIND Foundation that supports mental health programs for our true American heroes such as healthcare workers, first responders, military service members and veterans.

KIND HEROES was inspired by a survey conducted by The KIND Foundation’s Frontline Impact Project, a platform which directs donated resources to workers on the frontlines of COVID-19 and other natural disasters. Results revealed an increase in mental health challenges for essential workers, following PPE (Personal Protective Equipment), mental health resources were cited as the most important need.


You can show your support for our American heroes on October 6th, when the KIND HEROES bar releases online and at select retail stores.