Keys launches ‘Kindness in Crisis’: ‘We’re all on the same team’

ROCK ISLAND, IL, USA - Joining a wave of WTA stars stepping up with charitable initiatives amid the global coronavirus pandemic, Madison Keys

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View Profile has announced the launch of a new relief initiative called Kindness In Crisis. 

Earlier this year, Keys announced the relaunch of Fearlessly Girl USA into Kindness Wins, a platform that brings together her fellow athletes as “champions” in a “collaborative engine for kindness.” Now, she’s using her new platform to help meet the needs of people who are struggling financially during the pandemic.

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View Profile to champion new Kindness Wins initiative

“At a time when many of us are experiencing fear and isolation, I wanted to step up and offer my help, even if it was just a small gesture,” Keys said in a statement. “Over the past week, that idea has spread to include awarding Visa gift cards to individuals who are struggling, and alongside my fellow professional athletes, raising funds for COVID-19 relief, by way of our Kindness in Crisis auction.” 

Through Kindness Wins, Keys will be donating $100 Visa gift cards to 20 people who are struggling financially as a result of the coronavirus pandemic. People are encouraged to reach out - or nominate someone they know - and describe their situation and how the gift cards can help. 

 WTA Charities has also announced that it will be matching Keys’ donation, bringing the total of gift cards up to 40 for those in need.

Read more: 'There are ways we can help' - WTA stars step up for coronavirus relief efforts

“I am thrilled that WTA Charities is matching the donations that we are collecting through our Kindness Wins initiatives, increasing our impact during this difficult time,” Keys said. “Working together to support one another is exactly what we need right now.”

But that’s not the only way that Kindness Wins is mobilizing during the global pandemic, with the launch of an online auction for professional athletes to support relief needs in their community. ‘Kindness in Crisis’ will allow athletes to auction off signed memorabilia to raise funds for organizations bringing relief in their communities.

Items currently up for auction from the 2017 US Open finalist include a pair of Nike sneakers, a white Nike top, and a match-used tennis racquet - all of which will directly benefit No Kid Hungry. American Red Cross, Feeding America and the United Way are among the other organizations benefited in the auction.

Keys is joined by two-time U.S. Olympic medalist/alpine skier Mikaela Shiffrin, U.S.Olympic medalist/Nordic skier Jessie Diggins, and other elite athletes participating in the auction.

Read more: Vania King 'pays it forward' with coronavirus relief initiative

“With the coronavirus causing so much fear, anxiety, social distancing and isolation, it’s more important now than ever that we reach out to each other to provide meaningful connection and support,” Keys said.

“I’m excited to have fellow athletes join me on the Kindness In Crisis efforts – we’re all truly on the same team.”