WAA Chosen celebrates 40 years with '40 Acts of Kindness' drive

WAA Chosen has hit the ground running in its bid to complete ‘40 Acts of Kindness’ as staff members raised £2,000 for local charities by taking part in the Sutton Fun Run.

The Sutton Coldfield based Employee-Owned Trust is celebrating its 40-year anniversary and to mark the occasion it will deliver 40 Acts of Kindness - a year-long initiative focused on making 40 meaningful impacts to local communities with agency staff raising money and donating time in 40 different ways to local charities, grassroots organisations and community causes.

A 12-strong WAA Chosen staff team put their best foot forward on Sunday, May 31 to complete the 8.5-mile course of this year’s Royal Sutton Fun Run.

As the dedicated dozen streamed over the finishing line, it officially marked the first of the ‘40 Acts of Kindness’ - with many more meaningful contributions to the community set to follow throughout the year.

Craig Matthews, WAA Chosen Managing Director, said: “In 2026 we achieved a landmark 40th anniversary for the agency. As part of marking that incredible achievement, we all wanted to give something back to the Sutton Coldfield community, and the wider West Midlands region, which has been our home for all those years.  

“Invented by our staff, ‘40 Acts of Kindness’ is delivered through our WAA Foundation Charity, and we will actively support employees with their fundraising and community led ideas to strengthen engagement, pride and ownership across the business.”

With the Sutton Fun Run team hitting their stride, there are many further charitable efforts planned for the rest of the year. From fundraisers including a wingwalk and charity abseil, to supporting and donating to a range of causes close to the hearts of the staff team.

The ‘40 Acts of Kindness’ launch follows on from WAA Chosen celebrating its 40-year anniversary by becoming an Employee Ownership Trust (EOT).