Allergy UK steps up awareness

Organisation Allergy UK Campaign Food Allergy and Intolerance Week PR team In-house Budget £3,000 Date 24-29 January 2005

Allergy UK is preparing to launch Food Allergy and Intolerance Week as it bids to provide advice and information about intolerances.

The Kent-based charity also aims to boost awareness of the ways that people can manage their intolerance to ingredients such as wheat, dairy, eggs and gluten.

It will undertake a media relations programme and will also issue free advice leaflets to the public.

The campaign, taking place for the second time this year, is again backed by York Test, a York-based firm that distributes self-testing kits for food intolerance and allergies.

‘As the media already show great interest in food allergy and intolerance we are building on this with broadcasts and case studies,’ said Allergy UK chief executive Muriel Simmons.

Food intolerance affects around 40 per cent of the population and has been linked with chronic illnesses such as irritable bowel syndrome and migraines. But as reactions to the offending foods can occur from two hours up to several days after ingestion, they can be difficult to identify.

‘Classical’ food allergies, such as milk or nut allergies, affect 1.5 to 1.8 per cent of the population.

Symptoms can in some cases be life threatening. These include swelling of the lips or throat, vomiting or sudden asthmatic breathing and unconsciousness.

For further information contact Simmons on 01322 619898.

Awareness campaign data supplied to PRWeek by Foresight. Visit www.foresightonline.co.uk

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