Toronto - A new poll shows the biggest worry for Canadians before their first kiss is whether they should close their eyes (33%), but a more important concern for teens with food allergies is what their partner recently ate. Even a trace amount of an allergen may cause someone with food allergies to have a potentially-life threatening anaphylactic reaction. The poll comes at the start of Food Allergy Awareness Month. Other pre-first kiss worries in the poll were “how does my breath smell” (15%), “should I french kiss” (14%), “do I look attractive” (9%) and “will my parents catch me” (7%).
Among the more than 1.3 million Canadians with serious food allergies, teenagers are unique in the challenges they face. Teens have to manage their food allergies in various social situations, contend with peer pressure, and may exhibit a tendency towards risky behaviour and the awkwardness that comes with navigating one’s way into adulthood.
“Teens need to be aware of the risks and equipped with the knowledge and confidence to make safe choices”, said Laurie Harada, Executive Director of Anaphylaxis Canada and the mother of a teen with multiple food allergies. “Ensuring that their peers understand the seriousness of food allergies is also extremely important.”
That is the message of a new public service announcement developed by cutting-edge Toronto advertising firm Zulu Alpha Kilo. The firm’s President and Creative Director Zak Mroueh was inspired to create the ad by his son who has a serious food allergy.
“We wanted to create something that all Canadians could relate to,” said Mroueh. “By using the premise of ‘first kiss’, we are underscoring the seriousness of food allergies and the challenges teens face in staying safe – even when preparing for a rite of passage.”
The ad is being publicly unveiled at Anaphylaxis Canada’s annual food allergy conference this Saturday and can be viewed here today by clicking on the “Video” tab of this release. The commercial, shot by Tom Feiler, was produced by Untitled Films. There is also a series of Transit Shelter Ads (TSA’s) and out-of-home advertising shot by Shereen Mroueh of Asylum Artists. All creative is being placed by Richard Ivey and Kareem Boulos of Media Experts.
As avoidance of allergens is the only sure means of preventing a potentially life-threatening allergic reaction, communicating strategies that help teens self-protect is critical. Even a trace amount of an allergen can cause a reaction. For teens to remain safe, this means always reading ingredient labels, ensuring their friends and dates are aware of their food allergies and always carrying epinephrine.
“Communicating directly to teens about managing risks and encouraging them to take responsibility for their allergies can help reduce instances of allergic reactions and prepare them for adulthood,” said Kyle Dine, Youth Program Coordinator at Anaphylaxis Canada.
The public service announcement is the latest initiative in Anaphylaxis Canada’s Why Risk It? allergy awareness program targeted at pre-teens, teenagers and young adults. More information about the program can be found at: http://www.whyriskit.ca/.
Among the more than 1.3 million Canadians with serious food allergies, teenagers are unique in the challenges they face. Teens have to manage their food allergies in various social situations, contend with peer pressure, and may exhibit a tendency towards risky behaviour and the awkwardness that comes with navigating one’s way into adulthood.
“Teens need to be aware of the risks and equipped with the knowledge and confidence to make safe choices”, said Laurie Harada, Executive Director of Anaphylaxis Canada and the mother of a teen with multiple food allergies. “Ensuring that their peers understand the seriousness of food allergies is also extremely important.”
That is the message of a new public service announcement developed by cutting-edge Toronto advertising firm Zulu Alpha Kilo. The firm’s President and Creative Director Zak Mroueh was inspired to create the ad by his son who has a serious food allergy.
“We wanted to create something that all Canadians could relate to,” said Mroueh. “By using the premise of ‘first kiss’, we are underscoring the seriousness of food allergies and the challenges teens face in staying safe – even when preparing for a rite of passage.”
The ad is being publicly unveiled at Anaphylaxis Canada’s annual food allergy conference this Saturday and can be viewed here today by clicking on the “Video” tab of this release. The commercial, shot by Tom Feiler, was produced by Untitled Films. There is also a series of Transit Shelter Ads (TSA’s) and out-of-home advertising shot by Shereen Mroueh of Asylum Artists. All creative is being placed by Richard Ivey and Kareem Boulos of Media Experts.
As avoidance of allergens is the only sure means of preventing a potentially life-threatening allergic reaction, communicating strategies that help teens self-protect is critical. Even a trace amount of an allergen can cause a reaction. For teens to remain safe, this means always reading ingredient labels, ensuring their friends and dates are aware of their food allergies and always carrying epinephrine.
“Communicating directly to teens about managing risks and encouraging them to take responsibility for their allergies can help reduce instances of allergic reactions and prepare them for adulthood,” said Kyle Dine, Youth Program Coordinator at Anaphylaxis Canada.
The public service announcement is the latest initiative in Anaphylaxis Canada’s Why Risk It? allergy awareness program targeted at pre-teens, teenagers and young adults. More information about the program can be found at: http://www.whyriskit.ca/.
No comments:
Post a Comment