US tennis star Madison Keys has launched a coronavirus relief initiative called Kindness in Crisis to provide financial aid to people who are struggling as a result of the pandemic.
The initiative is linked with the Kindness Wins foundation which Keys relaunched earlier in the year. It is a platform that brings athletes together to make a difference and spread kindness.
Now, she has launched a new initiative to donate $100 Visa gift cards to 20 people who are in need because of the pandemic. People struggling can reach out to the charity or nominate someone they believe should receive one. WTA Charities has announced that they will match Keys' donation.
Kindness Wins has also launched an auction online selling items donated by Keys and by skiers Mikaela Shiffrin and Jessie Diggins. The offerings include a match-used tennis racquet, a signed copy of Diggin's autobiography and gear that Shiffrin used this season.
The proceeds will go to a range of organisations including No Kid Hungry, American Red Cross, Feeding America, the United Way and Food Bank of the Rockies.
The WTA reports that Keys said: “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.
“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.
“I’m excited to have fellow athletes join me on the Kindness In Crisis efforts – we’re all truly on the same team.”
She is following in the footsteps of Roger Federer who recently announced that he and his wife, Mirka, would donate one million Swiss Francs to support families who are in need as the country fights the pandemic.