End Allergies Together opened a deadly food truck to raise awareness of living with food allergies.
End Allergies Together (E.A.T.), a non-profit organization that funds research to help solve the growing food allergy epidemic, has joined forces with the award-winning ad agency BBDO to develop a public education campaign designed to advise people of all ages about the life-threatening dangers people with food allergies face every time they eat. It stars James Beard Award-winning chef Ming Tsai and is dedicated to the memory of Oakley Debbs, an 11-year-old boy who lost his life to nut allergies, as well as everyone who has lost their life to food allergies. E.A.T. has also launched a text-to-give campaign, in which individuals can text “CURE” to 80077 to donate to research for a cure.
BBDO created the “Could you EAT?” PSA to show people what it’s like to live with food allergies. The 60-second PSA (which will air on-line and in movie theaters) portrays a poisonous food truck in New York City, and captures real-time reactions from people who learn that they can order dishes from this food truck that “could” be life-threatening. Chef Ming Tsai, known for his restaurants Blue Ginger and Blue Dragon in the Boston area, appropriately plays the chef of the food truck.
Tsai developed the Food Allergy Reference Book, a pioneering system that creates safeguards to help food-allergic people dine safely. For four years, Ming worked with Massachusetts Legislature to help write Bill S. 2701, which was signed into law in 2009. This groundbreaking legislation, the first of its kind in the U.S., requires local restaurants to comply with simple food allergy awareness guidelines. Eight major food allergens – milk, egg, peanut, tree nuts, wheat, soy, fish and crustacean shellfish – are responsible for most of the serious food allergy reactions in the U.S.
The spot ends with a call-to-action to donate and help “fund the research to find the cures.”