BRP begins Be Kind 365 campaign
By Derek Winkler
Bombardier Recreational Products has begun a promotion in collaboration with the Born This Way Foundation as part of the company’s “Ride Out Intimidation” program. The effort encourages participants to “perform acts of kindness 365 days a year.” The digital campaign, called “Be Kind 365,” focuses on the link between kindness and mental health. It consists of content on Instagram, TikTok, YouTube, Twitter and Facebook.
“BRP is taking a stand against intimidation and this platform is a significant milestone towards our commitment to ride it out,” said Anne-Marie LaBerge, chief marketing officer at BRP. “We consider kindness to be an antidote to intimidation, and with ‘Be Kind 365’ we aim to show that acts of kindness take on a life of their own and snowball into the change that we want to see in the world. We set an ambitious goal to rally our extensive network around the global cause of intimidation and so we invite all our employees, dealers, suppliers and passionate riders, as well as their friends and family, to access the digital platform and start their year-long journey of practicing kindness for themselves and their communities.”