The Disney/ABC Television Group is asking viewers to “Choose Kindness,” and it has enlisted the help of recognizable celebrities in spreading the message.
Aligned with October’s National Bullying Prevention Awareness Month, the campaign will include “original programming that reinforces the importance of being kind, and customized public service announcement (PSA) campaigns that will air on multiple platforms across ABC, ABC-owned television stations, Freeform, Disney Channel, Disney XD and Radio Disney.”
The PSAs will be tailored to the networks on which they are.
Viola Davis (“How to Get Away with Murder”), Kiefer Sutherland (“Designated Survivor”), Minnie Driver (“Speechless”), Anthony Anderson and Tracee Ellis Ross (“black-ish”) will appear in a PSA for ABC and ABC-owned stations.
Troian Bellisario (“Pretty Little Liars”) and Hayden Byerly (“The Fosters”) will appear in Freeform’s message.
Rowan Blanchard (“Girl Meets World”), Veronica Dunne (“K.C. Undercover”), Benjamin and Matthew Royer (“Best Friends Whenever”) will be featured in the Disney Channel PSA, while Brandon Severs (“Walk the Prank”), Felix Avitia and Sophie Reynolds (“Gamer’s Guide to Pretty Much Everything”) will promote “Choose Kindness” in the Disney XD PSA.
Alessia Cara’s empowerment anthem “Scars To Your Beautiful” will be used in some of the PSAs. She — and her song — will also be featured in a fifth PSA for Disney Channel.
The “Choose Kindness” message will also be represented by the 9/23 “Girl Meets World” (Girl Meets She Don’t Like Me), the 9/25 “Bizaardvark” (Pretty-Con), and the 10/1 “Best Friends Whenever” (The Friendship Code).
Content on the Disney Channel app will also adhere to a “Choose Kindness” theme beginning September 28.
