The power of film is universally undeniable, when coupled with an initiative that underlines the power of a simple act that we can all demonstrate in our daily life to bring about change, a smile to the person on the bus, train or in the supermarket, is all it takes to perpetuate immediate and lasting change to an individual.

Harnessing its fiscal, inherent company’s philosophy, resources and connections, collectively to institute change, through the promotion of the film Wonder, Participant Media, Lionsgate, and City of Kindness have launched the #ChooseKind initiative — a campaign that invites people in cities across the United States to participate in kind acts leading up to World Kindness Day on November 13.

Inspired by the upcoming film, Wonder, set for release by Lionsgate on November 17, The program — in association with Participant Media and Walden Media — will partner with local cities to deliver messages of kindness in their own communities, culminating in a special screening for each participating city.
Participant Media CEO David Linde says: “Wonder demonstrates just how powerful one small act of kindness can be for an entire family, school, community or the world at large. We are excited to partner with City of Kindness in bringing this simple, yet profound message to communities across the country, helping them embrace kindness in a fun and engaging way. Now more than ever, it is important that we all unite around these essential values in order to create lasting and meaningful change.”

Anaheim’s Mayor Tom Tait said: “As a City of Kindness, we are excited about partnering with Participant Media, Lionsgate, and cities across the country to spread the #ChooseKind message, with over 1 million acts of kindness completed in our city, we have witnessed the power of kindness in our community and hope to see this initiative and others like it take off in cities across the U.S.”

Paula Kupfer, SVP Global Partnerships and Promotions at Lionsgate, said: “Wonder continues to inspire us with its hopeful and aspirational message. It’s an honor to partner with City of Kindness to help inspire and encourage tangible acts of kindness in these communities.”

Kind activities, such as volunteering at a local homeless shelter or sharing something as simple as a smile, will take place at various community events planned by city leadership, and through programs in local libraries. Program partners General Mills’ Cheerios and Procter & Gamble’s Crest will provide rewards for volunteers and/or donate product to local charities in select areas.

Special Wonder posters also will be given away at screenings and events during the campaign while supplies last. At the end of the program on World Kindness Day, those cities will be designated a #ChooseKind City.

To date, participating cities include: Philadelphia, Pennsylvania; Nashville, Tennessee: Birmingham, Alabama; Minneapolis, Minnesota; Arlington, Texas; and Anaheim, California.

Based on the New York Times bestselling novel by author R.J. Palacio and starring Academy Award®-winner Julia Roberts, Jacob Tremblay and Owen Wilson, Wonder tells the heartwarming story of Auggie Pullman, a boy born with facial differences who enters fifth grade and attends a mainstream school for the first time.

City of Kindness is a nationwide initiative to work with kindness organizations and leverage the outreach strategies of brands and organizations that espouse kindness. By working together, City of Kindness aims to inspire people to think about what kindness means to them, adopt kindness as a daily ritual for living and use the City of Kindness Kindness Counter, an online aggregator of acts of kindness.

All cities across America are invited to pick up the pledge to spread kindness locally. By using #WonderTheMovie and a customized version of #ChooseKind incorporating your own city (for instance, #ChooseKindMiami), communities can share their stories about a local act of kindness for the chance to host a special screening in their hometown.

As part of the program, mayors will receive #ChooseKind resources compiled by City of Kindness in collaboration with Participant Media and Lionsgate. Resources include ways to implement kind activities throughout participating cities, access to local kindness organizations and sample communication tools.

In addition, Wonder-themed toolkits developed in collaboration with The Random Acts of Kindness Foundation will be distributed throughout participating cities. The free resource will include guidelines and activities, along with the necessary supplies meant to inspire acts of kindness inside and outside the home. Toolkits will be made available in libraries and at special events throughout each participating city, and will be accessible as a digital download for families and audiences everywhere.

Participants are encouraged to post their acts of kindness completed in celebration of the #ChooseKind campaign on the official Kindness Counter using #ChooseKind at www.cityofkindness.org. Developed by City of Kindness, the online Kindness Counter aggregates kindness acts performed nationwide across America.

About Participant Media
Participant Media is the leading media company dedicated to entertainment that inspires and compels social change. Founded in 2004 by Jeff Skoll, Participant’s content combines the power of a good story well told with opportunities for real world impact and awareness around the most pressing global issues of our time. Participant’s more than 75 films, including: Spotlight, Contagion, Lincoln, The Help, He Named Me Malala, The Look of Silence, Citizenfour, Food, Inc., and An Inconvenient Truth, have collectively earned 52 Academy Award® nominations and 11 wins, including Best Picture for Spotlight. Participant’s digital entertainment division, SoulPancake is an award-winning provider of thought-provoking, joyful, and uplifting digital content including such widely popular series as Kid President and The Science of Happiness and reaches an audience of nearly 9 million fans.

About City of Kindness
City of Kindness is a grassroots initiative to work with kindness organizations and leverage the outreach strategies of brands that espouse kindness. By working together, City of Kindness aims to inspire people to think about what kindness means to them, adopt kindness as a daily ritual for living and use the Kindness Counter, an online aggregator of acts of kindness. City of Kindness launch partners include Born This Way Foundation, Kind Campaign, KIND Healthy Snacks and Random Acts of Kindness Foundation. Learn more at cityofkindness.org.

About Lionsgate
The first major new studio in decades, Lionsgate is a global content platform whose films, television series, digital products and linear and over-the-top platforms reach next generation audiences around the world. In addition to its filmed entertainment leadership, Lionsgate content drives a growing presence in interactive and location-based entertainment, gaming, virtual reality and other new entertainment technologies. Lionsgate’s content initiatives are backed by a 16,000-title film and television library and delivered through a global licensing infrastructure. The Lionsgate brand is synonymous with original, daring and ground-breaking content created with special emphasis on the evolving patterns and diverse composition of the Company’s worldwide consumer base. 

About Walden Media
Walden Media specializes in entertainment for the whole family, creating movies, books and television series that spark the imagination and delight all generations. A subsidiary of the Anschutz Film Group, Walden Media movies include adaptations of notable books, compelling biographies and thrilling accounts of historical events. The company’s films are entertaining and commercial, while also telling stories that are inspirational, aspirational and explorational. Past award-winning films include: The Chronicles of Narnia series, the Journey to the Center of the Earth series, Nim’s Island, Charlotte’s Web, Bridge to Terabithia, Holes, Amazing Grace, and the Sundance Audience Prize Winning documentary Waiting for ‘Superman.