FOOD ALLERGY RESEARCH & EDUCATION (FARE)
FARE is the world’s largest private funder of food allergy research. We designed and launched a five-year, $200M fundraising and brand awareness campaign Contains: Courage® to raise a historic amount of funding for research and treatments. We developed the campaign ideology, creative, branding, implementation strategy, and activations.
My team developed a provocative creative concept that involved the food allergy community “reclaiming” the ingredients label. It was a daring pitch—for those with an allergic disease, the ingredients label evokes trepidation and anxiety, and parents of kids with food allergies are deeply protective of their children being “labeled” as outcasts.
It landed! The concept resonated with families and scientific leaders alike; they embraced the opportunity to redefine this symbol of fear as a jubilant celebration of self-confidence. Amplifying the powerful voices of kids with food allergies as storytellers, we utilised celebratory imagery sourced directly from food allergy families across the country. We produced two campaign videos and guided the campaign rollout across all digital & print channels, with the campaign launch press release reaching 4.1M online readers.
AGENCY: The VALO Group | ROLE: campaign concept, campaign strategy, creative direction, campaign messaging, art direction, video, design, activation strategy, brand development, editorial