Safeway was looking for a way to include the pet aisle in its extensive in-store support of breast cancer awareness. They asked several pet brands to bring them ideas and chose this one. I named this program and wrote a tear-jerker paragraph that was read at the sell-in meeting to bring to life the connection between pet parenthood and recovery, and to underline just how important pets can be to our wellness. This theme was brought back by Safeway in 2011 with a refreshed creative look my team developed.