CONTEXT:
The allergy community has an acute need for awareness, education and legislative change.
Many face blame for being an “inconvenience” and often get marginalised.
Instead of airing just "another product launch campaign", Naturli’ joined forces the experienced ally & long-term lobbyist AREA (The Romanian Association for Allergy Education) and organised a workshop for consumer deep-dive.
Using the workshop findings, the brand challenged in its campaign a dust-covered mentality, a hollowed legal system and a deficit in education, transforming allergies perception from a caprice to an empowering anthem for kids who daily have to say NO to dairy, just to avoid anaphylactic shock.
Courage is defined in many ways. Yet, the biggest moment of courage for an allergic kid is refusing (aware and proudly) a piece of chocolate cake, at a school birthday party.
To be a “papă-lapte” in Romanian (or milksop) means "to drink milk." "Papă-lapte" also means "someone who is weak, too soft, lacking character". Children with milk allergies are NOT milksops or "papă-lapte" in either of these senses. They can’t drink milk, YES, AND they are brave enough to resist not only their own cravings but an entire mindset that undermines their challenges.
