This is Protection for Peanuts. A fund created by Kraft Peanut Butter with one sole purpose: to make life-saving epinephrine cost no more than a jar of peanut butter for every Canadian.
https://www.protectionforpeanuts.com/ (https://www.protectionforpeanuts.com/)
It's a great campaign, though I find it highly ironic that a company with horrible allergy policies is sponsoring it.