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Food Allergy Awareness Campaigns

SickKids and Kraft Joined for the #KraftBearHugs Initiative

— June 15, 2018 — Social Good
SickKids and Kraft came together for the #KraftBearHugs initiative, which aimed to collect 100,000 bear hugs from Canadians, to raise $100,000 for SickKids' research towards children's food allergies. In the end, a total of 2 million bear hugs were collected throughout the campaign, resulting in a $200,000 donation to the cause, doubling the original goal.

To find out more about this initiative and what it means for those involved, Trend Hunter spoke with Nina Patel, Director of Marketing and Innovation at Kraft Heinz.

What can you tell us about the prevalence of food allergies in children and how are they currently being dealt with?

For approximately 300,000 Canadian children and their families, constant anxiety and stress over the possibility of an allergic reaction is a part of everyday life. Refraining from all contact with common food allergens, such as nuts, milk and eggs, can be a difficult and worrisome task, especially in childhood.

The SickKids Food Allergy and Anaphylaxis Program is determined to change that. The goal of their world class immunology and allergy experts is to prevent and ultimately cure food allergy in 10 years. Both SickKids and Kraft believe in the importance of togetherness and are working together on this campaign to help break down this barrier to bringing Canadians together.

How are SickKids and Kraft Peanut Butter looking to make a difference with the #KraftBearHugs campaign?

Kraft Peanut Butter believes in championing togetherness, and we've heard time and time again that allergies create barriers to the everyday activities with others that some of us take for granted. We hope to use this partnership to tear down those walls and find a cure, forever. SickKids is Canada's most research-intensive hospital and the largest center dedicated to improving children's health in the country. Their incredible team takes on seemingly impossible tasks everyday with compassion and commitment to excellence that can only be described as heroic.

How did people help to raise funds for SickKids by using the #KraftBearHugs hashtag on social media?

Kraft Peanut Butter enlisted Canadians to help support this cause on social media. Canadians got involved by tagging a friend on the Instagram or Facebook video and used #KraftBearHugs on Twitter from May 31st through June 4th. While we started with a goal to raise $100,000, we were able to hit our target within 24 hours due to overwhelming support. We've now hit 2 million, triggering an additional donation of $100,000.

Now that the campaign has completed, what can people do to continue to support the cause?

Canadians can continue to support this cause at SickKids through personal donations to their Food Allergy and Anaphylaxis program.
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