What do teenage boys really think about when they’re about to experience their first kiss? If you’re a boy with food allergies, the answer might be: “Did she have peanut butter for lunch?”
That’s the surprising and effective message in a new video PSA produced by Anaphylaxis Canada to get teens talking about food allergies.
The television spot shows a teenage boy and girl beside each other on a couch, inching toward each other for their first kiss. As the nervous pair gets closer together, the narrator explains that while the girl is concerned about whether to make the first move or close her eyes, the boy is worried about whether the girl has eaten peanut butter, to which he is allergic.
Beatrice Povolo, director of marketing communications for Anaphylaxis Canada, said it was important for the PSA to appeal to teens, who are most at risk of severe food allergy reactions.
“That age is a time of challenges and figuring out their way in the world, and unfortunately they aren’t as vigilant when it comes to a lot of things in life,” Povolo said. “When they’re younger, they’ve got their parents and their teachers and it’s a much more protective environment in terms of always having an adult watching out for them.
“We felt this was a great conversation-starter for pre-teens and existing teens.”
The PSA will be shown mainly in Canadian metro markets and includes print promotions as well.
Of 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.
“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.”
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.
Anaphylaxis Canada is a non-profit charitable organization dedicated to helping those at risk for anaphylaxis and those who care for them, and is committed to creating a safer world for people with food allergies through research, education and advocacy.
