We’re all rushing as if we were about to miss who knows what train, and we don’t see what’s happening around us: the elderly lady carrying heavy bags, the grandpa sitting alone on a bench looking for a friendly glance, the cat meowing for food, the pregnant woman carrying two crates of water, wobbling from side to side, the person with a disability who can’t cross the street, the boy who has run out of fuel in his scooter and is pushing it uphill under the sun.
We’re no longer used to spontaneous smiles, small gestures, respect. We don’t have time, and in order not to waste it, we’ve become blind and chosen to sacrifice kindness.
We are indifferent to others. We are rude, angry, distrustful. We treat the people who love us badly, often without any real reason.
We lose patience too easily and say things we later regret, but we don’t know how to apologize—yet being kind is a simple and powerful act.
But what is kindness?
It is empathy, the ability to put yourself in someone else’s shoes and understand their emotions by offering sincere support. Often, simply knowing how to listen in silence is enough.
It is respect, the ability to treat others with consideration, listening to every point of view without judging.
It is generosity, acts of kindness big or small, such as helping someone in difficulty or giving your time.
It is patience, which means tolerating others’ mistakes and offering support without judging.
It is recognition, the ability to genuinely appreciate someone else’s qualities, give compliments, and express gratitude for positive actions and efforts.
Does kindness have side effects? Yes.
It’s contagious: it makes people feel good and builds trust. It improves relationships, inspires others, allows you to be heard and understood, creates welcome and inclusion—but above all, it creates addiction.
Be brave: invest in kindness, make it your lifestyle, and spread it to those around you. There is no chain reaction more powerful.
At Bama, we decided to let ourselves be “infected” by kindness and to promote it on social media with two short films: two simple stories that show how beautiful it is to forgive and apologize, and how a small gesture can make a difference.
For this reason, in collaboration with the ENPA animal shelter in Pistoia, we will donate a Bamapet kit to everyone who adopts a dog from the shelter—because there are so many, and they need a family to love them and take care of them.
Be contagious. Spread kindness!
The dog in the photos is Tessa, born in 2011, official tester of all Bamapet toys since 2016—the year the line was first presented at the Interzoo trade fair in Nuremberg.
The girl in the photo is Eleonora Nincheri, a great dog lover, Tessa’s mom, and owner of Tau Cinofilia A.S.D., a dog training and agility center in Altopascio.
Why are we telling you about Tessa? We are so fond of her that we couldn’t help but choose her for our kindness campaign, and once again, despite her hearing loss, she was WONDERFUL!
With this campaign, we aim to spread kindness in a world where small gestures, the ones that make a difference, have been lost. For this reason, in collaboration with the Enpa dog shelter in Pistoia, we will donate a Bamapet kit to everyone who adopts a dog from the shelter, because there are too many of them and they need a family to love and care for them.
