Deadly Food Allergies came to life starting with an eye-catching and memorable visual. The juxtaposition of the tiny trace of food with the oversized utensil immediately conveys the campaign idea that even the slightest trace of a food allergen can be deadly.

The visual draws users in using scale to depict and magnify the reality that even the slightest trace of an allergen can be deadly. The campaign language supports the visual in a clean, concise way, making Deadly Food Allergies one of the most successful and shared campaigns that FARE ever launched.

The Deadly Food Allergies campaign graphically illustrates that even the slightest trace of a food allergen can be deadly. The campaign launched during Food Allergy Awareness Week and targeted people not affected by food allergies, in hopes of changing behavior and helping to reduce future reactions.

Social media posts ran on Facebook, Instagram, and Twitter. Postcards were widely distributed, and posters and digital display ads were downloaded from our website. Even after the launch, assets continued to be downloaded, posts continued to be liked, shared, and re-shared, and traffic continued to drive to our website, all raising awareness about the magnitude of food allergies for those affected.

Deadly Food Allergies was a successful and memorable way to raise awareness of and foster empathy for the severity of food allergies. The goal of the campaign was to spread this message among people unaffected by food allergies.

In the first 3 months of the campaign alone, there were over 3,000 shares of our social media posts that reached nearly 452,000 people. The campaign had no media spend behind it, yet it went viral completely on its own. It was picked up by celebrity chefs, mommy bloggers, and food allergy organizations, all hoping to raise awareness about the severity of food allergies. The assets continue to be downloaded from our microsite, the posts continue to get liked, shared, and re-shared, and awareness of our campaign continues to rise month after month.