Heroes Who Never Rest: How Frontline Impact and Create Amor Are Redefining the Season of Giving

In times of crisis and uncertainty, frontline workers, driven by selflessness, are the first to step up to the plate. Their sacrifices, which go beyond their time and extend to their mental and physical needs, are an inspiration to us all.

During the holiday season, our healthcare workers remain on standby and away from their own families to help those in need. That's why Frontline Impact and Create Amor joined forces for this season of giving. Working alongside other notable brands such as NOBULL Shoes, GoodPop, Clean Cause, and KIND Snacks, we teamed up to distribute items to healthcare workers at UT Austin Health as a token of gratitude.

What is Frontline Impact? 

Launched in April 2020, Frontline Impact Project was created in support of COVID-19 frontline workers. Frontline helps support them by providing food, beverages, and personal care product donations from CPG companies. From some of the largest companies in the world to startups or companies somewhere in between, all equally come together to show their gratitude to Frontline. Since 2020, over 21 million products have been donated through the project.

Getting to Know Daniel Lubetzky

As part of our collaboration, Create Amor was fortunate to work alongside Daniel Lubetzky, the founder of Frontline Impact and KIND Snacks.

For Lubetzky, the event was a small way to express our gratitude to frontline workers. 

His inspiration to start Frontline Impact was sparked during the pandemic when he witnessed professionals—from healthcare workers to grocery store employees—risking their lives to keep others safe. While much of the world stayed in the comfort of their homes, these individuals remained on the frontlines.

Lubetzky continues to be amazed and inspired by the unwavering nobility, humility, kindness, and patience shown by healthcare workers every day.

Event Highlights

The six brands had gathered in the Health Discovery Building of the Dell Medical School. The event began with a welcome speech from Sanula Singhal, Program Manager for Frontline, followed by a few words from Lubetzky. The room was filled with the buzz of excitement as healthcare workers mingled amongst each other.

The distribution began as healthcare workers lined up to grab a selection of KIND Snacks Protein Bars, Good Pop popsicles, and Clean Cause Yerba Mate Energy Drinks. Our team at Create Amor included a display of scrubs and a clothing rack for healthcare workers to browse. A few of our members sported a pair of NOBULL Shoes throughout the morning.

Hearing From Heroes 

We spoke with Harlan Johnson, Nurse Manager of Clinical Operations at UT Austin Health. When asked why he joined healthcare, Johnson said he had always wanted to help others.

"Being in healthcare is a privilege," said Johnson. "I have the opportunity to help guide new people into the industry and be part of decisions that make patient care even better for those that come to us." 

When addressing Lubetzky, Johnson said Frontline Impact embodied everything that drove him to pursue nursing.

"It's people like you and people from Frontline Impact that are helping us do our job, do our job better, and ultimately help patients, which is why we're here," said Johnson.

The Season of Giving 

The Thanksgiving holiday helps foster a spirit of generosity, gratitude, and reflection that brings communities closer together every year. 

Dr. Michelle Lubetzky, a kidney transplant nephrologist at UT Austin Health, said she is grateful for her family, her husband, her four children, and her current job this Thanksgiving. 

"I really love where I work and love my colleagues," said Dr. Lubetzky. "We're able to bring more transplants to Austin every year, so it's really special to have a transplant center at the University of Texas."

What It Means to Create Amor 

For Create Amor, giving back to healthcare communities has always been a part of who we are. Matthew Vuckovich, Founder and CEO of Create Amor, said that our name remains true to who we are as a company: to create love. 

"Growing up with a mom who was an ER nurse for 30 years, in my cul-de-sac, everyone knew to go see Nurse Katy" said Vuckovich. "Growing up in that atmosphere and giving back to healthcare workers is a really big thing for us."

While Thanksgiving may be over, the season of giving doesn't have to end here. Keep up to date with Create Amor's future projects and collaborations, and stay tuned for ways you can help us keep giving back to those who never rest for us.