It took less than a generation for peanuts and peanut butter to go from beloved staples to the poster child for all food allergies.
Then, in 2015, the groundbreaking “Learning Early About Peanut Allergy (LEAP) Study showed introducing peanut-containing foods to infants as early as 4-6 months of age can reduce the development of a peanut allergy by up to 86 percent – leading to new recommendations for parents and pediatricians.
To encourage more parents to act, we needed not only to build awareness, but also answer questions and relieve fears. Golin developed an integrated campaign to reach, engage and empathize with millennial parents through a video series with celebrity spokesperson Justin Baldoni; engaging influencers; top-tier national media such as USA Today’s All The Moms, People.com and Parents; and a new, easy-to-follow website – PreventPeanutAllergies.org – where families can determine their infant’s risk for developing an allergy and learn how to introduce peanut foods early.
The campaign videos alone generated more than 6.1 million social media views and 155 million earned media impressions. More importantly, those exposed to NPB’s campaign were twice as likely to think positively about introducing peanut foods to their infants – and half of all said they intend to introduce peanuts foods to their children at home before 12 months.
Peanut allergies won’t disappear overnight. But we are proud to know our work is helping to create a world where they will one day be history.