Kindness Day UK is affiliated with the World Kindness Movement (WKM) which is a coalition of like minded organisations containing 18 member nations. It was set up in 2010 by Louise Burfitt-Dons who founded the Cool To Be Kind anti-bullying campaign in 2001 and UK Kindness Movement in 2005 and David Jamilly who founded The Good Deeds Organisation[4] in 2005 and went on to found Kindness UK in 2011. It is now celebrated by a range of charities, associations, businesses, schools, organisations, institutions and individuals across the UK.