Sanofi Canada has launched a media relations campaign for Allerject, an epinephrine auto-injector for the emergency treatment of severe allergic reactions.
The brand has enlisted a team of young adults across Canada to speak out about their experiences of being bullied because of their food allergies. Research has found that one third of food-allergic children have been bullied because of their food allergies.
“We wanted to develop PR programs that also listened to patients [and weren’t] just doing regular PR news releases,” said Robert Stephens, president of Toronto-based PR Post, which has been working with Allerject since it launched in Canada early last year. “What we heard very clearly was this whole issue around food allergy bullying. It’s a big concern for a lot of younger patients and their parents.
“We felt we wanted to talk about that issue, but not just have talking heads… We wanted to have real people.”
Allerject and PR Post worked with partner organizations Anaphylaxis Canada and AQAA in Quebec, which helped identify young adults who had been bullied and could talk about their experiences.
“Team Allerject” consists of young adults in Vancouver, Calgary, Winnipeg, the Greater Toronto Area, Montreal and Halifax, who will be available to speak to the media about the issue.
Aside from generating public awareness about the issue of food-allergy bullying, Allerject is aiming to keep the brand top of mind. “The product has very long purchase cycle… [it] lasts for a year,” said Stephens. “Our objective is to be out in front of the public on these various issues… and be perceived as engaging real people. These are not hired actors or celebrities.”
