While looking up information on food based allergies I found this advertisement. This picture is from ALLERGIC LIVING but was posted on a blog by “Sophie Safe” a mother who talks about the trials and tribulations of raising a child with a food based allergy.
The advertisement was made by Allergy Asthma Information Association and their mission is to “create a safer environment and improve quality of life for Canadians affected by allergy, asthma, and anaphylaxis by empowering individuals and providing education, leadership, and a national voice.” They practise the three A’s which are Awareness, Avoidance and Action. They focus on education and prevention.
By the look of the figure this advertisement is targeting adolescents/young adults who have/or are affected by someone who has an allergy. The message is that even the simplest action can lead to an allergic reaction. Even a small amount of an allergen can cause you to go into anaphylactic shock whether you “thought” what you ate was safe or not. The image uses powerful emotional appeal techniques. Anaphylactic shock can happen almost instantly and the image represents this fact.
I think that the positioning strategy for AAIA would be to represent a lifestyle. Living with any kind of allergy is a different lifestyle of its own because you have to constantly be aware of information and choose the things you touch, eat and buy accordingly. I’m not saying there is a specific ‘allergen lifestyle” out there like with Harley-Davidson but you do have to live a different way then others.
I love this advertisement because it’s hard dealing with food based allergies not only for the one with the allergy but for the loved ones close to them. With more advertisements like this AAIA could create some much needed awareness and understanding in our communities.
The advertisement was made by Allergy Asthma Information Association and their mission is to “create a safer environment and improve quality of life for Canadians affected by allergy, asthma, and anaphylaxis by empowering individuals and providing education, leadership, and a national voice.” They practise the three A’s which are Awareness, Avoidance and Action. They focus on education and prevention.
By the look of the figure this advertisement is targeting adolescents/young adults who have/or are affected by someone who has an allergy. The message is that even the simplest action can lead to an allergic reaction. Even a small amount of an allergen can cause you to go into anaphylactic shock whether you “thought” what you ate was safe or not. The image uses powerful emotional appeal techniques. Anaphylactic shock can happen almost instantly and the image represents this fact.
I think that the positioning strategy for AAIA would be to represent a lifestyle. Living with any kind of allergy is a different lifestyle of its own because you have to constantly be aware of information and choose the things you touch, eat and buy accordingly. I’m not saying there is a specific ‘allergen lifestyle” out there like with Harley-Davidson but you do have to live a different way then others.
I love this advertisement because it’s hard dealing with food based allergies not only for the one with the allergy but for the loved ones close to them. With more advertisements like this AAIA could create some much needed awareness and understanding in our communities.
