Kindness Day UK

Kindness Day UK is November 13

About Kindness Day UK by Louise Burfitt-Dons


I set up Kindness Day UK in 2010 in affiliation with the World Kindness Day (WKM), which is celebrated on 13 November.

World Kindness Day was first launched in 1998 by The World Kindness Movement, an organisation formed at a 1997 Tokyo conference of like-minded kindness groups and charities from around the world. There are currently over 28 nations involved in The World Kindness Movement, which is not affiliated with any religion or political movement.

The mission of World Kindness Day is to create a kinder world by inspiring individuals and nations towards greater kindness.

Kindness Day UK is an ideal way to promote the importance of kindness. You can pledge to perform a kind act here.

It is also one day to celebrate the kind individuals who perform selfless acts that no one hears about,  seek no reward or publicity, and enrich our world.


There is a clear link between kindness and compassion and anti-bullying initiatives


We started with a simple campaign in 2001 with the message ‘It’s Cool to be Kind’. It delighted us to see that over the years schools and organisations in various countries adopted it and made it their own.


While being kind might sound easy, it is also complex.   

We believe achieving the correct balance between self-reliance and charitable acts can counter the excesses of a competitive society.



Kindness during Covid-19


Kindness has been a theme of this global pandemic. A crisis of this magnitude has forced a return to a community reliance unseen for several generations. Selfless acts have been a feature of 2020.

A recent survey showed that since lockdown began, 52% say they will continue to appreciate family and friends more. 38% say they will continue to have a greater sense of the importance of community.

Kindness and Act Against Bullying

We have inspired events, debates, and discussions about the power of empathy and compassion not just in schools but in organisations and civil society. For example, the Kindival Festival at the Chelsea College of Art in 2009. On 10 November 2011, we organised a public conference with the Big Society Network at Somerset House to debate the level of kindness in the City.

Our charity continues to inspire discussion about how the role of kindness in society has changed.

Scientists continue to explore the benefits of the act of kindness on individuals and society. AAB continues to promote its importance in countering bullying. 

Kindness is a language which the deaf can hear and the blind can see.

                                Mark Twain

You can contact AAB using the form below

Your message will be received by Louise Burfitt-Dons and you will receive a receipt acknowledgement email. If your email is marked ‘Urgent’ will endeavour to reply within 24 hours.

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Get involved

We’ve made quite a splash with our campaigns. But with your help, we can continue to change social attitudes on bullying and abuse wherever it occurs.

To make a donation

Promoting peaceful solutions to abuse. Campaigning to influence policy, advising victims, teachers and parents. Building pro-social media support.