Sprout channel plans "Kindness Counts" anti-bullying effort

Sprout, the children's TV partnership of Sesame Workshop, PBS, NBC Universal and HIT Entertainment, is launching a multiplatform initiative in August, "Kindness Counts," to "support the development of empathy in preschoolers," the channel said in a press release Thursday (July 7). The campaign will include public service announcements, digital and social media components, programming tie-ins and local extensions targeting parents and caregivers of preschoolers on the subject of bullying. Sprout said 83 of parents it surveyed are concerned about their preschoolers potentially being bullied or bullying others.