Charity raises over 10% of life-saving short film funds in under one week

Industry experts rally to produce top class film highlighting the dangers of anaphylaxis to 15 – 25 year olds

The Anaphylaxis Campaign, the only UK charity solely supporting people with severe allergies, has launched a crowdfunding appeal to fund a unique, hard hitting short film to warn severely allergic young adults of the dangers of not carrying their life-saving emergency medication with them at all times.

Every year there will be 20 deaths from anaphylaxis, the most severe and life threatening form of allergic reaction, many will involve 15 – 25 year olds. The first line of treatment is the swift use of an Adrenaline Auto-Injector (AAI) which can save lives.

Charity raises over 10% of life-saving short film funds in under one week
The Anaphylaxis Campaign undertook a survey of over 500 allergic 15 -  25 year olds in 2012 which found that over 1/3 of those prescribed an AAI did not always carry it with them. It is also found that although 77% of respondents had never used their AAI, half of those had been admitted to hospital because of their allergy.

The film, which is the brain-child of advertising gurus Peers Carter and Tony Muranka, who were instrumental in the hugely successful ‘Photographed ‘till I die’ campaign for the Motor Neurones Disease Association, aims to show the potentially fatal outcomes of teens being stigmatised for carrying their emergency medication and using it.

The Anaphylaxis Campaign launched its crowdfunding campaign to fund the film on Indiegogo on Monday 11th of August and has already raised over 10% of its £20,000 goal, plus more through its website and text donation systems.

Anaphylaxis Campaign CEO Lynne Regent said: “We are a small charity and a project of this magnitude would not normally be within our reach. However, thanks to the generosity of those at Bare Films and the ingenuity of Peers and Tony, we are now £26,000 away from making this film a reality. We want to use this film to de-stigmatise anaphylaxis and the carrying and usage of adrenaline which will help save young lives. We also want to raise awareness of anaphylaxis as a condition and dissuade bullying and discrimination towards those affected.”

Kate Smith, the mother of 17 year old Chris Smith who died in 2011 after a severe reaction said: “I am sure that Chris’s reluctance to use his AAI that night was in part due to two specific reasons. Firstly, his initial reaction seemed to be mild and followed the pattern of one he had had 12 month previously, from which he recovered without the need to use his AAI.  I think this had lulled both of us into a false sense of security, and we could not have known how quickly a very different course of events would unfold on the night he died. The key message here is just because previous reactions may have been less severe, do not assume the next does not have the potential to be more serious or even fatal. The second reason he may have not used his AAI was that Chris was with me that night at home, and also with his girlfriend. I think he was reluctant to consider using his pen in front of her, not wishing to be seen as different and also not to worry her unduly.”

Ms Regent said: “No one has ever focused on this issue in the mainstream before in this way. This is our chance to raise the profile of anaphylaxis as a condition that affects approximately 1 in 15 young people in the UK.  By giving what you can to this project, you will be supporting an innovative, life-saving film and could even help save a young life.”
Filming is scheduled to begin on 5th September 2014, so time to donate is limited. Donations can be made via the Anaphylaxis Campaign website, by texting ‘FILM06 £3’ to 70070 for a quick £3 donation (or change the amount to anything up to £10), or via the Crowdfunding project page.