New York, NY—KIND has launched KIND EQUALITY, a multi-faceted program intended to support the Equal Rights Amendment (ERA), a constitutional amendment that would guarantee equal legal rights for all American citizens regardless of sex. It's part of KIND's multi-year Snack and Give Back project.

A press release says that KIND has unveiled the EQUALITY bot, which allows Americans to text their support for the ERA’s adoption to state senators in two minutes or fewer; throughout the month of March, Americans can text “Pass the ERA” to 50409 to sign KIND’s collective petition, which will be sent directly to participants’ state officials.
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KIND is also introducing a limited-edition KIND EQUALITY bar, which comes in Caramel Almond & Sea Salt and will be sold exclusively onKIND’s website. 100% of the EQUALITY bar proceeds will be donated to the Alice Paul Institute, a nonprofit dedicated to advancing gender equality, with a minimum donation of $10,000 to assist in its efforts to educate the public about the ERA and provide leadership development for adolescent girls. Additionally, for every person who shares their EQUALITY bot petition signature publicly on Twitter and tags @KINDSnacks by March 31st, KIND will donate $1 to the Alice Paul Institute, up to $20,000.

"It has been nearly 100 years since the ERA was first introduced to Congress for gender equality to become a constitutional right," said Elle Lanning, Chief of Staff at KIND, in the release. "KIND has always used our voice to elevate kindness and empathy. In this case, our team, which is comprised mostly of women, is proud to support the ratification and adoption of the ERA. Through this program, our hope is to help solidify gender equality as a basic human right in this country, once and for all."

The release cites a study from UCLA Fielding School of Public Health, which noted that 80% of Americans mistakenly believe that men and women are guaranteed equal rights by the U.S. Constitution—but that the U.S. Constitution is one of just 28 worldwide that does not guarantee gender equality. Without the ERA, current laws protecting gender equality and social advancement can be amended or repealed at any time.