SEVENTEEN BIRTHDAYS

For the kids of nearly 180,000 U.S. Safeway employees, we conceived, designed, wrote and produced a series of specialty birthday cards.

A card for each birthday—from first to 17th—was created with age-appropriate, health-focused messages. Each featured lively illustration and photography that championed messages of good, clean living that both parents and children could share.

The goal: engage employee-parents and their kids in conversations about smart choices, helping seed healthier behavior and overall awareness—mentally and physically—for a lifetime.

The challenge: keep it real, stay age-appropriate, strike a tone that would resonate with the kids while reflecting the integrity of the client as well as the sensibilities of the parents.

Happy indeed.

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