Timed for International Women’s Day, KIND is launching a bot that lets Americans text their support for the Equal Right Amendment’s (ERA) adoption to state seniors. In its press release, KIND cited public poll results that show 80 percent Americans mistakenly believe that women and men have equal rights.
Complementing the EQUALITY Bot is a new limited-edition KIND EQUALITY bar that supports gender equality and features colors of the women’s suffrage movement—white, purple and gold. KIND will sell the bar exclusively on its website starting March 3 through the end of the month, while supplies last.
A minimum of $10,000 of the proceeds from the bar will go to the Alice Paul Institute (API), a nonprofit organization advancing gender equality though public education on the ERA and leadership development for young girls.
The EQUALITY Bot, which KIND created with Resistbot, a free service that streamlines communication between Americans and elected state officials via text messages, is meant to bring attention to the brand’s collective petition to increase the likelihood that the ERA will enter the US Constitution. To sign it, American can text “Pass the ERA” to 50409 through the month of March.
KIND is also donating $1 to API and up to $20,000 when anyone publicly shares their petition signature on Twitter and tags @KINDSnacks, by March 31.
A Women’s Day-themed push for equal legal rights aligns with KIND’s brand purpose, which is rooted in acts of altruism. In summer 2019, KIND launched a multi-channel campaign called “Be Kind to Yourself” with a new brand platform that spotlights how people make compromises when it comes to making healthy choices amid busy schedules. Creative included a 30-second spot that calls out Clif’s use of brown rice syrup and ran on television, social and digital. The video amassed nearly 13 million views since it was posted on the brand’s YouTube in June.