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With 25 years of experience in the field of corporate citizenship, Kevin Martinez is a recognized leader among those working at the intersection of cause and commerce. Experiences at Eddie Bauer, Starbucks, The Home Depot, and KPMG all inform his work leading ESPN’s civics initiatives, including corporate giving, volunteerism, cause marketing, and sustainability.
David Hesekiel: Share insights about your personal and professional journey to lead ESPN’s citizenship efforts.
Kevin Martinez: Every job I have had has been an opportunity for growth and an ongoing education in ingenuity, perseverance and resourcefulness. Finding innovative ways to do
Reflecting on his career, from renovating 1,000 playgrounds in 1,000 days as president of the Home Depot Foundation to helping launch Ethos Water at Starbucks to fund wells around the world and lots of highlights. ,or Add a dollar, Plant-a-Tree Program at Eddie Bauer, winner of Canada’s prestigious Eterne Award.
What I learned from each of these stops during my journey to ESPN helped inform a comprehensive strategy that ultimately impacted millions of people around the world.
David Hesekiel: ESPN works in multiple areas to make a positive impact on corporate society, but last year we launched a resource for caring adults to help young people with issues related to mental health and bullying. , the Choose Kindness Project. Why is this so important for the world’s leading multimedia sports entertainment brand?
Kevin Martinez: These are topics that have long been important to ESPN and sister company ABC. We’ve invested in bullying prevention for nearly a decade, and it was initially made a priority for the X Games because athletes told us that sport was both a source of bullying and a way out of bullying. rice field. But as the pandemic exacerbated problems with young people’s mental health and isolation, we realized we had an obligation to do more.
The Choose Kindness Project uses data and research to help adults care for children and teens on three interrelated issues: bullying prevention, intentional inclusion, and youth mental health. aims to help young people create the future they imagine. The program is affiliated with the Entertainment Industry Foundation and is fueled through investment in research and collaboration and innovation with nonprofit thought leaders.
Athletes, our talent, and our employees have all been open about their struggles with mental health and hope that we can help young people manage some of the sources of these struggles, including issues related to bullying and stigma. , I hope we can create a healthier sports ecosystem… down the road.
David Hesekiel: The focus of this project is to provide parents, caring adults, teachers, and coaches with the tools they need to more effectively discuss difficult issues with children. What are some more effective strategies for getting these resources to those who need them?
Kevin Martinez: One of the first moves we made was to bring together a diverse coalition of experts who are the true thought leaders of this work. The Choose Kindness Alliance is made up of 22 non-profit organizations that lead the country on issues related to bullying prevention, inclusion and mental health. They serve such a wide constituency that they are able to reach parents, educators and coaches from all over the country and from a wide variety of backgrounds.
The project launched a website, TheChooseKindnessProject.org, earlier this year. This website gathers resources to help caring adults navigate through these complex issues. The goal is to have a one-stop shop of carefully curated resources so parents don’t have to search online when they may be in crisis.
Plus, we’ll use the vast reach and media properties of ABC and ESPN to showcase stories and experts in the field. In fact, we launched the website during the telecast of the college football playoff championship game to put him in the spotlight on one of the biggest stages in sports.
David Hesekiel: What upcoming initiatives in the Choose Kindness Project are you excited about? What metrics will you use to assess the effectiveness of the project?
Kevin Martinez: One of the most important findings of the Choose Kindness survey is that nearly one in three parents surveyed feel they do not have the resources to deal with the problem of bullying. Additionally, 83% of parents surveyed said they sought resources from teachers and others at their child’s school if their child was involved in bullying, although educators felt they were less prepared to take action. We often feel unequipped or underfunded.
To bridge this gap, UCLA’s Center for Scholars and Storytellers cares for bullied children, adults with children who may exhibit bullying behavior, and ultimately fosters a culture of empathy and kindness. I developed a parent playbook to help you how to build a . It is the most comprehensive source of information for adults on these issues, offering conversation guides, tips, and many expert resources.
Additionally, the College Football Playoff Foundation and the Walton Family Foundation have developed a complementary toolkit for educators aimed at helping schools and parents work together to navigate these conversations and action plans. We are planning to launch.
We also look forward to seeing the results of the grants we funded come to fruition this year. There, we invested not only in collaboration among Alliance members, but also in programs of desertification and new innovations in this area. Evaluate
David Hesekiel: You’ve built an impressive career in citizenship for Starbucks, Eddie Bauer, The Home Depot, and more. What advice would you give to others to make a difference in this area?
Kevin Martinez: When I first started, citizenship was a very new field — I feel lucky to have paved the way and learned a lot along the way! Today, there are more opportunities and a diverse focus. It’s field makes it a must-have tool for any company. For those wanting to pursue a career in CSR, take courses, talk to experts, and explore a range of opportunities including ESG reporting, volunteer management, grant creation, cause marketing, and fundraising. You’ll be better positioned to lead and influence the overall strategy.
Follow me please twitter. check out my website.
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