Food for Thought

The ask: Create a digital-led campaign that will build awareness for E.A.T. and positively motivate Millennials to care about food allergies and donate $1-$50 to help End Allergies.

The solution:  Food allergies can cause anxiety, whether you’re the one with them or have a friend or family member that does. So who better to take down anxiety than the most anxious generation in history? Millennials are actively seeking out ways to alleviate anxiety, and one increasingly popular way is Headspace, a meditation app with tailored packs focused on mental health. Through a partnership with them, users will be able to help out a friend affected by food allergies by gifting them a free meditation pack focused on food allergy-related anxiety and donate directly to E.A.T. By alleviating allergy-related anxiety now, we can fund the end of allergies altogether.

Awarded Silver at Adcraft Club of Detroit’s D Show

AD: Kristi Powers
CW: Joey Lamberti