From advocacy to action, FARE moves from urging Uber to change its Super Bowl ad last year to debuting its own PSA; Demonstrates how to use humor without diminishing the experiences of patients, caregivers, and families
MCLEAN, Va., Feb. 4, 2025 -- FARE (Food Allergy Research & Education), the leading charity that supports those impacted by food allergy through advocacy, research, and education, with a unifying commitment to health equity, today announced the first element of a bold strategy for 2025 aimed at raising awareness of food allergy as a disease—a silent, growing public health epidemic. A new PSA called "The Kitchen" features former NFL player, Super Bowl champion, food allergy dad, and FARE Innovation Ambassador, Jason McCourty and his daughter Kai in a spot that blends pickleball's growing popularity with family-friendly storytelling to highlight the importance of preparation in managing food allergy.
"We are breaking through the barriers that often keep nonprofit organizations out of major advertising campaigns during events like the Big Game," said Sung Poblete, PhD, RN, CEO of FARE. "We are raising public awareness of food allergy as a serious disease, using humor and creativity to spotlight an important issue while respecting the challenges faced by individuals and families every day. This PSA is proof that humor and advocacy can coexist without diminishing the experiences of patients, caregivers, and families."
"The Kitchen" draws humorous parallels between preparing for a big game and managing food allergy safety at home. With Jason and his daughter Kai at the center, the PSA emphasizes preparation as the key to safety, including reading ingredient labels and choosing allergy-friendly alternatives. It concludes with McCourty saying, "…because when my family is safe from food allergens, that's the real victory."
Last year, FARE successfully advocated for Uber to modify its Super Bowl ad that had originally included an insensitive depiction of anaphylaxis. Today, FARE has established itself as a creative and impactful voice in the football space, highlighted by partnerships with Jason McCourty and others.
FARE will also be at Taste of the NFL in New Orleans, a premier culinary event benefiting hunger relief held the day before the Big Game. The organization will highlight food allergy education, engaging attendees on the critical role preparation plays in managing this disease.
"The Kitchen" is sponsored by ARS Pharma with in-kind support from PB5star.com, a performance pickleball footwear, apparel, and gear brand. The spot is set for digital release Feb. 4 alongside some of the year's biggest marketing campaigns. For more information or to watch FARE's new PSA, visit www.FoodAllergy.org/ReadyToAct.
About FARE (Food Allergy Research & Education)
FARE (Food Allergy Research & Education) is the leading nonprofit organization that empowers the food allergy patient across their journey of managing the disease. FARE delivers innovation by focusing on three strategic pillars—advocacy, research, and education—united by the through line of health equity. FARE's initiatives accelerate the future of food allergy through effective policies and legislation, novel strategies toward prevention, diagnosis, and treatment, and building awareness and community. To learn more, visit FoodAllergy.org.
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