Appropr-eating stereotypes

To raise awareness of Holland Bloorview Kids Rehabilitation Hospital, we took back the word "lemon" and got people talking about what kids with disabilities can do.

A top-down view of a square white box with a yellow cartoon-style lemon in the center and the text ‘HOLLAND BLOORVIEW’S’ above and 'BAKING GOOD' below. There is a green strip along the bottom edge of the box with the text ‘Holland Bloorview Kids Rehabilitation Hospital’ on it, representing the hospital’s lemon bakery.
Poster with a cartoon of a girl with a prosthetic leg. Above her is a large yellow speech bubble shaped like a lemon with the message, 'We’re changing disability stereotypes one taste bud at a time.' Marketing text below the girl states 'Holland Bloorview shows that while we have disabilities, there’s so much we can do. To prove it — we helped start a bakery! Find us at BakingGood.ca.' In the bottom right corner is the lemon logo of Holland Bloorview’s Baking Good.
Poster with a cartoon of a boy in a wheelchair. Above him is a large yellow speech bubble shaped like a lemon with the message, ‘Life gave me lemons just not how you think.’ Marketing text below the girl states ‘At Holland Bloorview, they don’t just see my disability. They also see my possibilities. To prove just how much us kids can do, we helped start a bakery! Find us at BakingGood.ca.' In the bottom right corner is the lemon logo of Holland Bloorview’s Baking Good.
Poster with a cartoon of a girl with an assisted walking device. Above her is a large yellow speech bubble shaped like a lemon with the message, ‘Let us give you a taste of what we can do.’ Marketing text below the girl states ‘People think there’s a lot kids with disabilities can’t do. But with Holland Bloorview on our side, you’ll learn that’s just not true. To prove it — we helped start a bakery! Find us at BakingGood.ca.' In the bottom right corner is the lemon logo of Holland Bloorview’s Baking Good.
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BakingGoodPR-1

Agency

Havas Canada

Client

Holland Bloorview

Team

Creative Directors: Helen Pak / Cory Eisentraut
Art Director: Natee Likitsuwankool
Copywriter: Deric Moore

Recognition

Luzer's Archive - x2

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