Sprout’s Kindness Counts campaign teaches preschoolers about empathy and the importance of kindness. The campaign encourages kids to perform small acts of kindness and share their stories on the Kindness Counts website. In 2012, Kindness Counts focused on the importance of being kind to yourself, showing preschoolers and their families how an active lifestyle and smart food choices can add up to healthier living. Sprout partnered with First Lady Michelle Obama’s Let’s Move initiative, the American Heart Association, and the Learning Care Group to make the campaign fun and informative for kids, parents, and caregivers. It included a series of public service announcements (PSAs) featuring Big Bird, Ann Curry, Brian Williams, and other NBCUniversal stars; digital and social media components; programming tie-ins; and local extensions.