Canada’s leading provider of home, auto, recreational vehicle, group and business insurance is teaming up with the not-for-profit group Kindness Counts to encourage Canadians to perform random acts of kindness.

“The campaign is called #FeedTheDeed, and it was created by Kindness Counts to inspire individuals to practice and spread kindness,” says Debora Hendrickson, senior vice president of customer and marketing for Aviva Canada. “Our belief is that when someone experiences an unexpected act of kindness, it can be contagious and trigger positive change.”

She pointed out that it is the spirit of giving and kindness that is central to the Aviva Community Fund phenomenon – the same spirit that is also the driving force behind #FeedTheDeed.

“We’re proud of the positive change that the Aviva Community Fund has created for people across Canada,” says Hendrickson, “and we believe that small random acts like delivering baked goods to a Woman’s Shelter or cutting a neighbour’s lawn are just as powerful.”

Kindness Counts is a not-for-profit organization that uses creative and unconventional approaches to inspire acts of kindness and is the creators of the #FeedtheDeed campaign. (continued.)
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“Imagine the potential impact random acts of kindness could have if every Canadian stepped up to help each other out,” says Hendrickson.

Launched in September 2009, the Aviva Community Fund encourages Canadians to share ideas and vote online at AvivaCommunityFund.org for causes that are meaningful to their communities. After several rounds of voting to identify Canada’s favourite ideas, a panel of independent judges is tasked with reviewing the causes and selecting the winners.

To-date, the Aviva Community has donated over $4.5 million to over 90 charity and community groups across Canada.