Pay it Forward Day

March 23, 2011 08:01 ET

Royal Couple-Pay it Forward

LONDON, UNITED KINGDOM--(Marketwire - March 23, 2011) -

Editors Note: There is a video included with this release.

Prince William & Kate Middleton are going to 'Pay it Forward' as the royal couple have decided that instead of receiving gifts, they would ask people to consider making a donation to a charitable fund instead.

Pay it Forward Day is now in 30 countries and makes its debut in the UK this April - the day before the royal wedding.

Prince William & Kate Middleton are going to 'Pay it Forward' as the royal couple decided that instead of receiving gifts, they would ask people to consider making a donation to a charitable fund instead.

26 charities throughout the UK and abroad have been chosen by the couple.

The donations received by all the charities will be held in a specifically designated account by the Foundation of Prince William and Prince Harry.

The grants will be distributed in partnership with the benefiting charities to ensure maximum impact.

This is the first year the UK is officially celebrating Pay it Forward Day on the 28th April 2011 when people will be invited to join a worldwide movement in performing random acts of kindness to 3 or more people and asking those people to do the same. Last year, over 250,000 people in 30 countries took part in Pay it Forward Day and this year, the organisers are hoping to inspire over 3 million acts of kindness.

The idea of Pay it Forward Day comes from the novel, and subsequent film starring Kevin Spacey, Pay it Forward which tells the story of a young boy who does 3 good deeds for others in need. All the child asks in return is that they pass on the good deed to three other people and keep the cycle going.

Research shows that such acts of kindness spread rapidly from person to person. A study published in March 2010* by researchers from Harvard and the University of California concludes that when people benefit from kindness they "Pay it Forward" by helping others who were not originally involved, and this creates a cascade of co-operation that influences dozens more in a social network.

A spokesperson for Pay it Forward in the UK, Vickie Lea, says that growing numbers of organisations, schools and community groups are getting involved and commented "We have received a fantastic response to Pay it Forward Day through our website and we are in touch with lots of people across the country about their plans – and we'd love to hear from anyone else who wants to be involved!"

For more information on how you can participate in Pay it Forward Day, visit www.payitforwardday.co.uk

Notes to Editors:

About Pay it Forward UK

Pay it Forward UK Ltd is independently audited and the company is operated under the principles of a not-for-profit organisation. We work together with the UK's faith based Churches, Schools and Charities to assist them to raise money for 'good causes'. We remain committed to ensure that just about all our profits go towards developing the ministry of stewardship in faith based communities.

The vision for Pay it Forward UK is to assist people to have the opportunity to give to others - particularly those less fortunate than themselves. One good deed might not seem like much, but if everyone did something good for someone else, then the cycle of generosity and kindness can help us to become better people.

* Study published in the Proceedings of the National Academy of Sciences of the USA in March 2010 by researchers from the Universities of California, San Diego and Harvard.

To view the video included with this release, please visit the following link: http://www.youtube.com/watch?v=mq6_sGTFZ1A

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