Bumkins was honored to partner with Lady Gaga's Born This Way Foundation for their annual #BeKind21 challenge. By participating, we pledged to be kind to ourselves and others for 21 days, inviting our community of caregivers to join us in our commitment to making kindness a habit. And wow, did you answer the call.

Together with Born This Way Foundation and families worldwide, we pledged over 112 million acts of kindness globally, the biggest year for #BeKind21 yet.

We are in awe of the parents, doctors, prenatal experts, teachers, leaders, and caregivers in our community who inspired us with their stories and acts of kindness.

Each one of those acts brings us closer to the world we want for our littles. As parents and caregivers, the roles we play in children's lives position us to navigate a sea of emotions, address challenging discussions, and make often difficult but necessary decisions. This responsibility's weight is multiplied by each little human we provide for, educate, and protect.

Kindness toward ourselves and others is a vital ingredient in this process. We hope you and your loved ones stay on this journey with us as we continue building a kinder, braver, and more just world for all in 2020 and beyond.

Bumkins is honored to partner with Lady Gaga's Born This Way Foundation to amplify their annual #BeKind21 challenge. By participating, we pledge to be kind to ourselves and our community for 21 days as we commit to making kindness a habit.

As parents and caregivers, the roles we play in the lives of children position us to navigate a sea of emotions, address tough discussions, and make often difficult but necessary decisions. The weight of this responsibility is multiplied by each little human we provide for, educate, and protect.

Kindness toward ourselves and others is a vital ingredient in this process. Bumkins firmly believes building a habit of kindness starts at home. We invite you and your loved ones to join us in building a kinder, braver, and more just world for all in 2020 and beyond.

Bumkins challenges you to join in and take the pledge and share your acts of kindness with the hashtag #BeKind21


About the #BeKind21 Kindness Challenge

Inspired by the idea that habits are formed by repeating an activity for 21 consecutive days, Born This Way Foundation annually hosts #BeKind21 and invites participants to build a habit of kindness. Those who sign up pledge to be kind to themselves and their community, and share their experiences on social media using the hashtag #BeKind21.

The challenge calls on participants to join from September 1 to September 21, but there is no deadline for kindness. Let’s lift each other up and celebrate each day and every act of kindness as we form a habit powerful enough to change the way we exist in the world for generations to come.

making kindness a habit with lady gaga's born this way foundation and bumkins

#BeKind21 In Today's World

We find ourselves collectively surviving a pandemic and an economic crisis, while also joining together to advocate for a world where Black lives matter. Some may question how necessary or helpful a campaign about kindness really is, but as caregivers and members of our Bumkins family, you know that kindness is an invitation.

Far too often, kindness is viewed as a softer characteristic, when in all actuality, kindness requires strength. It takes strength to show kindness to others, to speak up for those suffering or in need. It takes strength to show yourself kindness, prioritizing your mental health so you can then be there for those you love. This strength of character is something that we strive to pass on to our children and future generations.


Downloadable 21 Day Calendar

There’s no such thing as missing the bus when it comes to being kind. You can still create your own list and kind habits, however, and whenever works best for you. To help get your inspiration flowing, we are sharing our list with you. Feel free to download your own calendar to fill out and share on social media year-round!

download your calendar for 21 days of kindess by lady gaga's born this way foundation and bumkins
bumkins list for bekind21 born this way foundation

#BeKind21 Kindness Kit

Want to help promote #BeKind21? Add this to your cart (while supplies last) and we’ll send you a kit with a calendar, stickers, and more to pass out to your friends, family, and coworkers so that they can all join the movement! Limit one kit per order.


To Get Help

Raising littles is by far one of the toughest jobs there is. When you're having trouble, one of the bravest things you can do is to ask for help. Whether you’re struggling with a particular issue, just not feeling like yourself, or looking for more ways to take care of yourself or your littles, resources exist that can offer the support you need and it’s never too early (or too late!) to reach out.

As parents, we are our children's first teachers. Asking for help and normalizing the practice of self-care and self-love leads to a healthier emotional climate and encourages littles to develop habits of kindness toward themselves and others.

Together with our friends at Born This Way Foundation and their trusted mental health professionals, we have curated resources and self-care tips that speak to our community of parents and caregivers.

Resources for Help

Self-Care Tips