The campaign was intended for parents that want to create an inclusive society and want to start having conversations with their kids, around gender and identity.

His, Hers, Them & Theirs was meant to serve as a resource and provide them with an understanding of an issue that’s both complex and divisive. More broadly, the campaign aimed at allies, people who believe in a better world for all, and those who may have been misinformed by the issue.

With the goal of building a more inclusive society by normalizing the use of pronouns, Kraft Peanut Butter partnered with Canadian Trans-Author, Nick North to write a children’s book, titled ‘His, Hers, Them & Theirs: Learning Pronouns With the Bears’.

The book starred two Canadian icons - The Kraft Peanut Butter Bears - as they learned about respect, inclusiveness, and identity. The book served as both a lesson for kids, as well as a tool and guide for parents, on how to have these conversations with their families.

We partnered with LGTBQ+ influencers and allies to drive awareness around KPB’s book with authentic, credible voices of the community who can share their personal experiences and why this is such an important initiative.

Lastly, to share our message as widely as possible we made our book available through multiple channels – online, libraries, schools, e readers and audiobooks.

As a brand that has been in the homes of Canadians for over 60 years, we have built up the trust that allows us to bring people together on polarizing topics. So when attacks against the transgender community began, we wanted to live up to our brand platform by helping Canadians Stick Together.

During Transgender Awareness week we launched the Pronoun Book with a social post that introduced His, Hers, Them & Theirs. Then, we began sending kits to influencers in the LGBTQI+ space – each influencer was delivered a copy of the book. Later that week we had Drag Stars and storytellers, Faye & Fluffy, do a reading of the book over social media.

The campaign was an unequivocal success, as it led to a 35% rise in social responses, a 237% increase in engagements with the brand, and over 18.7M earned media impressions, exceeding by 233% our goal of 8M impressions. The campaign achieved an ROI of 7.4 (considering impressions and investment). The campaign was covered by 112 media outlets, and resulted in an outpouring of support, including from a number of Canadians who reached out privately to express their gratitude for feeling seen and empowered.

After selling out online in under 24 hours, schools, educators and students contacted us to directly to secure their copies of the book.

And finally, the Government of Canada requested one of their own, to be included in the Canadian National Archives, making His, Hers, Them & Theirs: Learning Pronouns with the Bears’ part of Canadian history and heritage.