The Mission

Our mission is to strengthen the Kindness® brand through collaboration with businesses, companies, and organisations who wish to connect their brand to Kindness®; promoting products and services that help to promote a kinder society.


  • To enhance corporate visibility.
  • To create new marketing and promotional opportunities through licensing of products and services.
  • To promote Kindness® food and beverage festival/events that help promote inclusiveness.
  • To send Captain Kindness® and Kindness Girl® on multiple missions throughout Australia to promote the Kindness® brand and those who have become involved.
  • To market a positive message for our children that’s fun and relatable. (Kids love superheroes)
  • To promote the underlying message of kindness in communities.