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.

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.

Deadly Food Allergies is a truly integrated campaign comprised of posters, digital display ads, postcards, and social media posts on Facebook, Instagram, and Twitter, all driving to an informational website about the severity of food allergies. The campaign efforts all sought to raise awareness and foster empathy for those affected by food allergies.

With no media spend behind it, the campaign went viral completely on its own. The assets continue to be downloaded from our microsite, the social posts continue to get liked, shared, and re-shared, and awareness of our campaign continues to rise month after month.

The Deadly Food Allergies campaign targets people without food allergies to reinforce the severity of food allergies, and foster respect and empathy for people who are affected. It's so important to reach this audience in particular, as they may not understand just how serious food allergies can be. By educating those not affected, the campaign seeks to change behavior and prevent anaphylaxis and death through education and increased awareness.

Through social media posts, posters, postcards, and ultimately our microsite, we caught the attention of people who may not have paid attention to information about food allergies.

Although there are 15 million Americans alone who have food allergies, many people don’t understand that life-threatening reactions can be caused by the tiniest exposure to an allergen.

By educating people not affected by food allergies, the campaign seeks to change behavior and prevent anaphylaxis and death through education and increased awareness.

Our objective was to raise awareness about the severity of food allergies through our social posts, postcards, and posters that drove people to the microsite to learn more.