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Food Allergy Awareness Month: Driving awareness with a new campaign

Our focus for the month is on creating awareness about the seriousness of food allergy. Last year, many of you participated in a survey to help us better understand your needs. You told us that one of the key areas of support you need from us is to educate the public that food allergies are serious as those not impacted by food allergies, quite simply didn’t understand the potential severity and risks involved with food allergies.

That’s why we have launched a new, national ad campaign to highlight the message that food allergies are not optional, and avoidance is the only strategy this community has to stay safe. Our objective for the campaign is simple: to build broader-based understanding of food allergies and to let the general public know allergies are a real – and a serious medical condition.

The need for greater awareness has been proven time and again, particularly recently after the negative media reports regarding the portrayal of food allergies in the Peter Rabbit movie, and in an episode of the resurrected sitcom Roseanne, both of which made light of the seriousness of food allergies in potentially harmful ways.

Our deepest gratitude goes out to two companies which have been instrumental in the development of this campaign: MediaCity for generously donating a large amount of outdoor billboard space in Ontario, Alberta, and Manitoba, and PUBLIC Inc’s creative force in creating the exciting new ads. None of this would have been possible without them.

Our campaign features a three-pronged approach to raising food allergy awareness.

The first part is three different billboard executions meant to show the seriousness of food allergies while also using a subtle, yet eye-catching design to note that avoidance is still the only way to manage the condition.


Secondly, the campaign includes two informative tip sheets that you can share so others can learn more about the seriousness of food allergy and what they can do to help the community:

 

 

 

  • A tip sheet featuring the top-10 Food Allergy Do’s & Don’ts, including information on cross-contamination, reading food labels, and what to do when someone has a serious allergic reaction. Print this tip sheet in PDF format.

 

 

Please share these every which way you can: on social media, printed out and posted in well-trafficked areas in schools and places of employment, handed out to other parents or colleagues, etc.


Finally, we also produced four short and fun, but very important, “food hack” videos to illustrate simple ways to help keep everyone safe using everyday events. We will be promoting these with social ads. Help us make these go viral, share on all your social networks using the hashtag #FAAM:

1. Celebrate safely: Food allergies are serious business. Why not celebrate safely by offering non-food treats.

 

2. Cleaning your hands: Learn how to properly remove allergens from your hands.

 

3. Double dipping: Make sure you use different utensils when making food that may contain an allergen.

 

4. No picking: Don’t pick an allergen from food and serve it to someone with that food allergy.

 

Keep your eyes peeled for the various elements of the campaign and let us know what you think! Check out the other activities planned for Food Allergy Awareness Month and how you can participate!