NEW YORK — KIND Snacks is celebrating World Kindness Day by prompting consumers everywhere to get involved with its aptly named campaign, “CHOOSE KIND.”

The Mars, Inc. brand centered the effort around inspiring consumers to commit everyday acts of kindness. KIND also partnered with a cast of celebrities to help spread the message, including TV personality Dylan Efron, professional athlete Justin Herbert, and chef and TV host Kristen Kish.

Dylan Efron will be donating to Ocean Conservancy, an organization that unites science, people and policy to protect the ocean; Justin Herbert is supporting Paws For Life K9 Rescue and its mission to give second chances to shelter dogs through rehabilitation, training and adoption programs; and Kristen Kish has dedicated her donation to Emeril Lagasse Foundation, an organization that seeks to mentor and enable youth to reach their full potential via culinary, nutrition and arts education.

“CHOOSE KIND is more than a campaign — it’s a new chapter for KIND,” said Osher Hoberman, chief marketing officer of KIND North America. “It’s a movement rooted in generosity, compassion and the belief that kindness starts within — because when we are kind to ourselves, we’re better able to care for and be kind to others.”

Through the end of the year, consumers can join the CHOOSE KIND movement in various ways. On Dec. 2, KIND’s Instagram will have open nominations for organizations to receive up to a $25,000 donation from KIND, in addition to chances to win exclusive campaign gear. The snack brand will also hit the road to visit UCLA, Ohio State University, and the University of Utah to share KIND bars with fellow students.

For more information about CHOOSE KIND, visit the KIND Snacks website.