‘Protection for Peanuts’
The creative idea was rooted in owning an issue peanut butter creates, underpinned by a belief that Canadians should have equal access to life-saving medication. No medication should cost more than the product it protects against.
To alleviate stress for Canadians around an issue that Kraft Peanut Butter is directly connected to, we launched Protection for Peanuts, a fund to offset the cost of life-saving epinephrine injection pens.
Our hope was to shed light on allergy medication coverage gaps, help offset costs, and ultimately spark a conversation that drives long-term change.
CREDITS:
CCO: Aaron Starkman
ECD: Mike Dubrick
HOA: Joel Holtby
CD: Natasha Michalowska, Jamie Marcovitch
AD & CW: Rachel Leblanc, Ryan Cookish
ACCOUNTS: Karlee Bedord, Joanna Oszczak, Allie Kennedy
STRATEGY: Julian Morgan
PRODUCER: Terri Winter
