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Lady Gaga partners with Words With Friends 2 for global #BeKind21 initiative


Zynga has announced a collaboration between Lady Gaga’s Born This Way Foundation and the Words With Friends brand to commemorate the #BeKind21 effort.

The BeKind21 initiative calls on participants to practice an act of kindness to build kinder and more connected communities that foster mental wellness.

As part of the cooperation, on September 1, Words With Friends will feature ‘Kindness’ as the Word Of The Day, starting off the first day of #BeKind21 and urging players to commit to 21 days of kindness.

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The BeKind21 movement

Lady Gaga and her mother, Cynthia Germanotta, co-founded the Born This Way Foundation, a non-profit organization that promotes juvenile mental health and works with young people to build a better, bolder world. #BeKind21 encourages people to do an act of kindness every day from September 1 to September 21 in order to create nicer, more connected communities that promote mental wellbeing.

#BeKind21, now in its fourth year, has swiftly become a worldwide phenomenon, bringing millions of people together to help promote a culture of kindness. This is the second year that Words With Friends has collaborated with the Born This Way Foundation to highlight the significance of prioritizing one’s mental health.

“We are honored to receive Zynga’s support in making ‘Kindness’ the Words With Friends Word Of The Day for #BeKind21,” said Cynthia Germanotta, president and co-founder of Born This Way Foundation.

“Through our work, research, and mission, we’ve learned from young people that they believe experiencing, and even witnessing, more kindness in the places they live, work, and play will help to improve their mental wellness. #BeKind21 has a significant role to play in nurturing empathy, solidarity, hope, and wellness,” she added.

Aside from the Word of the Day takeover, players may sign up for #BeKind21 directly in Words With Friends 2 on Facebook, Android, and iOS devices.