What a difference a year makes: FARE teams up with former NFL star Jason McCourty for new allergy awarness PSA

Former NFL star Jason McCourty and his daughter Kai feature in new FARE PSA

Just one year after criticizing Uber Eats for a Super Bowl commercial that trivialised food allergies, FARE have issued their own message in the run-up to the Super Bowl. This time, however, it’s not a message of protest, but one of progress, highlighting the positive change that can occur through open dialogue and collaboration.

FARE, the leading non-profit organisation dedicated to food allergy advocacy, research, and education, is launching its own digital PSA timed to coincide with this year’s Super Bowl campaigns. Titled “The Kitchen,” the PSA stars former NFL player, Super Bowl champion, and food allergy dad Jason McCourty alongside his daughter Kai.

In a clever twist, the PSA uses the rising popularity of pickleball to draw a humorous parallel between preparing for a big game and managing food allergies at home. McCourty and Kai emphasise the importance of preparation – reading labels, choosing allergy-friendly alternatives, and being ready to act in case of an emergency.

“When my family is safe from food allergens, that’s the real victory,” McCourty states at the end of the PSA. 

This marks a significant shift from last year when FARE publicly criticised Uber Eats for its insensitive portrayal of anaphylaxis in a Super Bowl commercial. However, it’s important to note that Uber Eats responded swiftly and positively to the criticism. They engaged in discussions with FARE, acknowledged the concerns raised, and ultimately edited the commercial before it aired during the Super Bowl, removing the controversial scene. This collaborative response paved the way for a more constructive relationship between the two organisations.

Now, FARE is taking the field with its own message, demonstrating how humour can be used to educate and empower without minimising the challenges faced by those with food allergies.

“We are breaking through the barriers that often keep nonprofit organisations out of major advertising campaigns during events like the Big Game,” says Sung Poblete, PhD, RN, CEO of FARE. “This PSA is proof that humour and advocacy can coexist without diminishing the experiences of patients, caregivers, and families.”

The PSA, sponsored by ARS Pharma with support from PB5star.com, will be released digitally on February 4th, joining the ranks of major brands vying for attention during the Super Bowl season. 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 organisation will highlight food allergy education, engaging attendees on the critical role preparation plays in managing this disease.

This year, FARE isn’t just advocating for change; they’re leading by example, proving that it’s possible to tackle a serious topic with both humour and sensitivity. It’s a touchdown for food allergy awareness and a hopeful sign of progress in the fight against this growing public health concern. Moreover, it showcases how open communication and a willingness to learn can lead to positive change and greater understanding. For more information, visit  www.FoodAllergy.org/ReadyToAct.