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100,000 Hugs for SickKids

Work / Kraft Peanut Butter / 2018 / Experiential

A bear hug goes a really long way, especially when it’s for a good cause. Kraft Peanut Butter wanted to engage Canadians, and ask for their support in raising $100,000 for SickKids Children’s Hospital with 100,000 bear hugs. For every hug the bears received, Kraft donated $1. We extended our campaign online and ended up collecting over two million bear hugs from across the globe.