The Town of Paradise Valley issued a proclamation naming Nov. 10-16 as Be Kind America Week during its regular Town Council meeting on Nov. 7, marking the importance of kindness.

The Be Kind People Project is a national 501(c)3 non-profit organization based in Phoenix that believes the best way to change the trajectory of incivility is to give children the knowledge and key skills to express and practice kindness every day.

Annual national opinion polls show an overwhelming majority of individuals believe the lack of civility is a serious issue that is getting worse, according to the mayor’s proclamation.

“Kindness is a force, without force, that goes to the heart of how people respect, love, honor, communicate with and treat one another,” the proclamation states. “Kindness is acting intentionally to extend good to other people. It is a state of mind and a way of life to be lived every day at home with family, friends, or in the community with strangers. It starts at the local level.”

The Be Kind People Project empowers children with an understanding of how to put The Be Kind Pledge into action; be encouraging, supportive, positive, helpful, honest, considerate, thankful, responsible, respectful and a friend.

In conjunction with World Kindness Day on Nov. 13, the town recognizes the importance of kindness in day to day engagement and throughout the rest of the year, the proclamation states.