Kindness inside youth sport
Helping young athletes practice Random Acts of Kindness while reinforcing the life skills and values learned through sport.
The Society Behind This Program
The 10-20-30 Project Society is a registered nonprofit organization that uses sport as a platform to teach life skills, leadership, community engagement, and giving back.
The Program
The Coach Santa Mission of Kindness is a youth sport development program designed primarily for young athletes under the age of 10.
Most importantly, the program is provided at no cost to athletes, teams, coaches, managers, associations, schools, or families. Through fundraising, donations, sponsorships, and community support, the 10-20-30 Project Society works to ensure that every team has the opportunity to participate regardless of financial circumstances.
Through the familiar and trusted character of Coach Santa, children are introduced to the values that make sport meaningful: sportsmanship, teamwork, respect, leadership, perseverance, kindness, and fun. Using weekly videos, team visits, one-on-one conversations, trading cards, and Random Acts of Kindness, Coach Santa helps young athletes connect these lessons to their experiences in sport, at school, and at home.
The program is intentionally designed for younger athletes, when many of the habits and behaviours that shape great teammates are first being developed. By creating fun, memorable, and positive experiences, Coach Santa helps children understand not only how to play the game, but how to contribute to a positive team environment.
As athletes grow, the lessons introduced through the Mission of Kindness can continue through age-appropriate leadership and character development opportunities that build on the same values and principles, including participation in the Coach Santa Elves Program.
The goal is simple: help young athletes build positive habits, strengthen character, and create sport environments where everyone feels welcome, valued, and encouraged to succeed.
Because of the generosity of donors, sponsors, and community partners, there is never a cost for a team to join the Mission of Kindness.
Using Random Acts of Kindness to teach sportsmanship, teamwork, leadership, respect, and the habits that help young athletes become great teammates.
Mission of Kindness
Coach Santa is not a holiday program for sports teams. It is a youth sport development program that uses a trusted holiday character to teach lessons that matter year-round.
Using Random Acts of Kindness as a starting point, young athletes are introduced to sportsmanship, teamwork, respect, leadership, encouragement, perseverance, and fun. Through team visits, videos, trading cards, one-on-one interactions, and simple acts of kindness, these values move beyond words and become actions.
Coach Santa helps young athletes understand that being a great athlete starts with being a great teammate.
The Seasonal Rhythm
How it works
The Mission of Kindness is designed to meet teams where they are. While the program's signature eight-week campaign begins in November, leagues, associations, coaches, managers, schools, and community partners can engage with Coach Santa throughout the year through planning conversations, awareness initiatives, community events, and program development.
Coaches and managers are encouraged to use the online platform to follow the weekly themes, access videos and supporting resources, and book a Coach Santa visit that transforms the week's lesson into a memorable experience for their athletes.
Everything within the Mission of Kindness is connected to the same weekly theme. Team visits reinforce the message in a group setting. One-on-one conversations make the lesson personal. Caught You Being Nice trading cards recognize positive behaviours and create lasting reminders of the experience. Random Acts of Kindness provide opportunities for athletes to put the lesson into action beyond the game.
Whether a team participates through the weekly videos alone or fully embraces visits, trading cards, and kindness activities, the goal remains the same: helping young athletes hear the message, experience it with their teammates, and carry it into their everyday lives.
At a Glance
Eight weekly themes. Eight weekly videos. One message at a time.
Beginning in November, a new Coach Santa video is released each week, introducing a simple lesson connected to sportsmanship, teamwork, respect, leadership, kindness, and fun.
Each video also includes a Word of the Week connected to the theme. Athletes are encouraged to remember the word, talk about it with teammates and family members, and share it with Coach Santa if they see him during the week.
That weekly theme becomes the focus for everything that follows. Team visits reinforce the lesson in a group setting. One-on-one conversations help athletes connect the message to their own experiences. Caught You Being Nice trading cards recognize athletes who put the lesson into action. Random Acts of Kindness provide opportunities to practice the behaviour beyond the game.
By keeping everyone focused on the same message each week, young athletes don't just hear the lesson; they see it, discuss it, practice it, and live it.
What's New For 2026
Get Involved
Coach Santa can serve a single team, support an association-wide kindness campaign, or give partners a visible way to support positive youth sport culture.
Bring Coach Santa to multiple teams through visits, weekly themes, community events, and a shared kindness campaign that fits your season. We are looking for league and association partners who share our commitment to positive sport culture and are willing to work with us to create meaningful experiences for athletes, coaches, and families.
Support a growing youth sport platform that promotes kindness, teamwork, leadership, and community involvement. We work collaboratively with sponsors and partners to create meaningful recognition opportunities, community activations, storytelling content, and experiences that connect their organization with athletes, families, and local communities.
The Mission of Kindness grows through the support of coaches, managers, parents, volunteers, and community champions. Coaches and managers can book a Coach Santa visit for their team, while families and supporters can help by sharing our story, promoting our values, and connecting us with others so more young athletes can experience positive sport.
Documents
Frequently Asked Questions
It is designed primarily for U7-U9 athletes, families, teams, associations, schools, and community partners.
The experience can include team visits, weekly themes, one-on-one encouragement, trading cards, community events, and partner activations.
No. Coach Santa's Mission of Kindness is free for teams. The goal is to make the program easy for coaches, managers, parents, and young athletes to access.
Coach Santa visits are usually requested by coaches, team managers, associations, clubs, or sport organizations. The program is built for young athletes and can work across different sports.
Yes. We are happy to work with associations and clubs to help bring Coach Santa's Mission of Kindness to more teams. That may include individual team visits, coordinated visit nights, league-wide communication, or support for coaches and managers who want to share the weekly videos and themes with their athletes.
Teams can take part by watching the weekly Coach Santa videos, learning the Word of the Week, talking about the weekly theme, and booking a visit when available. During a visit, Coach Santa reinforces the same message in person through a short team talk and one-on-one athlete moments.
No. Coach Santa's Mission of Kindness is a sport program, not a hockey-only program. The values of kindness, teamwork, respect, leadership, effort, and fun matter in every sport.
No. Coach Santa's Mission of Kindness uses a well-known holiday character to reinforce important values in youth sport. The message is about how young athletes treat teammates, coaches, opponents, referees, parents, and themselves.
Inquiry
Ask about team visits, association rollouts, partner activations, presentations, or community events.