Deadly Food Allergies was an important campaign to raise awareness of and foster empathy for the severity of food allergies. This was a critical effort to communicate to people unaffected by food allergies to try to prevent potentially deadly reactions in those affected by food allergies.

Health & Wellness communications are regulated by the US Food and Drug Administration and internal client medical/legal/regulatory review committees. As this campaign is unbranded and does not link (directly or indirectly) to any branded product, it did not need to be reviewed by these regulatory committees.

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.