press releases

Sesame Street Launches New Campaign to Promote Kindness


 Initiative Encourages Kids and Families to Participate in Acts of Kindness and Includes National and Local Partner Activities

New York, NY, November 30, 2015 – Today, Sesame Street announced a new initiative, Sesame Street’s Everyday Heroes Club, to continue its mission of helping kids grow smarter, stronger and kinder.  The project includes engaging online activities, hilarious Muppet videos, local events and a social media campaign to share stories – all to encourage kids and families to engage in acts of kindness, and to teach them that practicing kindness not only makes other people feel good, you feel good too!

Sesame Street’s Everyday Heroes Club promotes acts of kindness, big and small, including helping a friend or a family member; being kind to the environment or to animals; volunteering to help others, and so much more.   Kids and families can share their act of kindness on the website to earn a membership card, club certificate, and special badges including “Manners,” “Respect,” “Giving,” and “Sharing.   The initiative launches today with a special appearance by Elmo, Cookie Monster, Abby, Grover and Big Bird on the TODAY Show, and is expected to grow over the coming months and spread to Sesame Workshop’s international partners.

“In our busy, complicated world, even a small act of kindness can make a surprisingly big difference,” said Scott Chambers, SVP North America Media and Licensing, Sesame Workshop.   “We are so excited about this project because it represents the essence of who we are as an organization:  we teach through our engaging content and our furry, loveable Muppets, while our wonderful partners and our most engaged audience members help us spread the word.”

Components of Sesame Street’s Everyday Heroes Club include:

  • A website,, with printable membership cards, certificates and themed badges; plus videos, featured “heroes,” and ways to nominate other “Everyday Heroes.”
  • A robust social media campaign with special badge announcements, featured kid stories, pay-it-forward challenges and the Superhero Stance photo campaign.
  • Local events at The New York Public Library, The Miami Children’s Museum, The Chicago Children’s Museum, and numerous local PBS Stations across the country (TBD).
  • Videos
    • Original Muppet videos explaining the campaign, providing examples of acts of kindness, talking with children about being kind, giving encouragement and much more.
    • A new song by Grammy Award-nominated musician, Aloe Blacc, “Everyday Heroes” will be featured on Sesame Street’s YouTube channel.
  • Partner participation: Sesame Workshop is inviting all of its partners and licensees to participate in the campaign.   Highlights include:
    • American Greetings – donations at local city events and social media support
    • Ape Entertainment – book donations at local city events and a special “Everyday Heroes” story in an upcoming comic book
    • Apple & Eve – donations at local city events and social media support
    • Beaches Resorts – Everyday Heroes Club programs at Beaches Resorts including on-site “kindness mission” activities, badge rewards for guests, and more; program implementation at local schools through the Sandals Foundation; and social media support
    • Earth’s Best: donations at local city events and social media support
    • Hasbro: toy donations at local city events and social media support
    • HBO: five Everyday Hero events, social media campaigns and special promotional content
    • PBS: social media support, local PBS station Everyday Hero resources & events
    • Random House: book donations at local city events and social media support
    • Studio Fun – donations at local city events and social media support
    • Univision: Spanish-language Everyday Heroes videos for Sesame Amigos’ social media pages


About Sesame Workshop

Sesame Workshop is the nonprofit educational organization behind Sesame Street which reaches 156 million children across more than 150 countries. The Workshop’s mission is to use the educational power of media to help children everywhere grow smarter, stronger, and kinder. Delivered through a variety of platforms, including television programs, digital experiences, books and community engagement, its research-based programs are tailored to the needs of the communities and countries they serve. For more information, visit us at


Press Contacts:

Sesame Workshop
Alicia Durand, 212-875-6223

DKC for Sesame Workshop
Philip Crimaldi, 212-981-5131

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