Creation of a mobile app and of a social media campaign to promote the app.

1. TAKE CONTROL &
BE CARELESS

2. Table Of Content
About the Food Standards Agency!
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• History
• Online Presence
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Brief!
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• The Food Standards Agency’s Problem &
Challenge
• Goals & Objectives
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Audience !
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• Who They Are & What They Do
• What They Say & What They Need
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Strategy!
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• Key Message
• Tactics
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Timeline !
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Evaluation

3. About the FSA

4. The Food Standards Agency is an independent government
department led by a board appointed to act in the public
interest. It is responsible for food safety and hygiene across
the UK (food standards, nutrition, food labelling).
!
As such, their big mission is to ensure that food produced
or sold in the UK is safe to eat and consumers have the
information they need to make informed choices about
where and what they eat. As part of this big mission, the
Food Standards Agency aims at improving the lives of
people who suffer from food allergies and intolerances.
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Previous campaigns to fight food poisoning consisted of:
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“The Chicken Challenge” aiming at raising awareness of
food poisoning caused by chicken.
“New allergen rules are here” to raise awareness of new
rules in allergen information.
“Acting on Campylobacter Together” to tackle a disease
caused by cross-contamination from raw poultry.
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Values — Put the health of the consumer first - Rely on
evidence to inform their actions - Be open and honest in
their communication.!
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Purpose — Achieve beneficial change in behaviours -
Build and maintain effective, consistent and transparent
consumer protection.
Who is the Food
Standards Agency?

5. Facebook!
FSA posts 1-3 posts per day on its Facebook account and has 1 155
fans. Posts consist mainly of information, articles and tips about food
safety/allergens regimes and legislations with pictures, announcements
of campaign launches or reposts from other government organisations
like Fire Kills to show support. Steve Wearne, Director of Policy at the
Food Standards Agency, also takes position on Facebook challenging
an article by the Telegraph on new allergens legislations, which scores
with the highest engagement in terms of likes, comments and shares.
Overall, even if the community is relatively small, it is very engaged as
posts get on average twice as much shares than likes.
!
Twitter!
FSA post 1-3 tweets a day and at least 2 retweets. FSA is followed by
24,1 K. Posts consist of food safety tips, news and alerts but the
content is featured and differs from Facebook’s content. Twitter content
is less about links to articles, reports and studies and more about
engaging the audience by addressing them directly, it also contains
more short, striking facts and statistics as well as infographics.
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Pinterest!
FSA has 100 pins classified in 24 boards corresponding to FSA
campaigns or website sections (food hygiene, food safety, food waste,
food and health, etc.). Most pins are infographics.
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Youtube!
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The FSA has 1 570 subscribers and 730,223 views on its Youtube
account. They post videos regularly for their campaigns as well as
didactical videos (food safety coaching) or testimonials (food allergies
and intolerances).
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Website!
FSA website is very complete with information, studies, reports,
statistics and research. It contains an extensive section dedicated to
food allergies with information on food allergen labelling, warning and
advice on how to read them.
Online Presence

7. Brief

8. Problem!
Allergies can be fatal and are life changing. An estimated
21 million adults in the UK suffer from at least 1 allergy.
Hospital admissions for food allergies have increased
by 500% in the UK since 1990*. However, there is no cure
for food allergies, the ONLY solution is to avoid the food that
make people ill.
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On one hand, FSA’s responsibility is to improve the lives of
people who suffer from food allergies by providing them
with the information and tools to be able to live normally,
have control on their allergies and avoid food allergy
accidents. However statistics show this aim is not attained.
!
On the other hand, this rise also implies that people
suffering from food allergies are being less and less careful
while shopping for food or eating at restaurants and get
sick eating food they are allergic to. They thus need better
help and tools to manage their allergies in a safer way.
!
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Challenge!
FSA’s challenge is not only to inform and raise awareness of
the dangers of food allergies but also to change allergic
people’s perceptions and behaviours while shopping for
food.
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*Source: Gupta (2013) on allergyuk.org
FSA’s Problem &
Challenge

9. Goals!
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The FSA wants to make food shopping
simpler so people can manage their
allergies better.
The FSA wants to decrease the number of
hospitalisations for food allergies.
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Objectives!
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To find a solution against time
consuming, unclear food label reading.
To help food businesses provide
consumers with safe shopping in their
stores.
To inform of the dangers of food allergies
but give solutions and change
perceptions that food allergies are so
difficult to fight by showing how easily
they can be avoided.
Goals & Objectives

10. Audience

11. Young people with food allergies and intolerances
aged 15 to 25 years’ old.!
!
Teenagers and young adults are statistically the
most at risk from severe reactions to food
allergies*.
They are students and start to take their
independence by living on their own, away from
home, in university halls for example.
They take increasing control and responsibility for
managing their allergies and have to shop for
themselves.
Their increased independence leads to risk taking
behaviours like not reading food labels or not
carrying emergency medication.
They want to eat the same foods as their peers
and may “try” a food to “see what happens”.
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Young people have a tendency to be careless
whereas people with food allergies have to be
extremely careful about what they eat. That is why
food labelling is so important as there can be
potentially serious consequences from eating food
that they are allergic to.
!
!
*Source: Anaphylaxis Campaign survey, www.news-medical.net
Who They Are &
What They Do

12. What They Say &
What They Need
Sarah, 23, senior year at university:
“Since I was young I’ve been intolerant to raw tomato
seeds. It took a while to figure out, which I now
realise shouldn’t have been the case, but even once
I did I was barely any more cautious. I never thought
it was a big deal. In fact, I regularly ate things I knew
had tomato in. Sometimes I was lucky and there were
no seeds, others I wasn’t so lucky. I was ignorant
and didn’t know better because the education and
awareness about allergies is too limited. There is not
enough awareness or information about allergy and
this can lead to many naïve mistakes, and sometimes
these can be deadly.”
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Leo, 19, first year living in university hall:!
“When I was younger my allergy was never much of
an issue because I wasn't in control of my own food.
However, when I became a teenager, I started
buying snacks for myself so it started to become
more of an issue to deal with. Reading food labels is
not easy, it’s something that you really need to learn
how to do. It is very tedious and takes ages which
can be embarrassing when you’re shopping with
your friends or just stopping to buy a snack. I realise
know I took too many risks, I think I was trying to be
cool by being careless”

13. Strategy

14. Key Message
Take control of your
allergies & be safely
careless.
Don’t let your allergies get in the way, the FSA helps you to
shop safely in a simple, quick, careless way.

15. Tactics
Tactic 1: Shop Carefree App!
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Tactic 2: Infographics!
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Tactic 3: “Share Your Careless Story” !
Challenge!
Provides a solution against time consuming, unclear
food label reading.
Change perceptions that food allergies are so difficult
to fight by showing how easily they can be avoided .
Inform about the dangers of food allergies and give
solutions, tips to fight and avoid them.
Raise awareness of the dangers of food allergies and
engage in starting the conversation.
Help food businesses provide consumers with safe
shopping in their stores by promoting the app.

16. How it works!
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The Shop Carefree app gives young people suffering from food allergies
the opportunity to be careless in a safe way. The app allows to scan and
check for allergens any products with a barcode in any supermarket. It is
designed to make food shopping simpler, avoiding tedious and time-
consuming label reading, so that young people can manage their allergies
better and in a simpler way. !
!
As such, the app works in the simplest and most obvious way possible, in 3
steps: Point the barcode - Scan it - Get a green smiley (if it does not match
any of the allergens) or a red skull (if it contains one or more allergens). !
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The first step after downloading the free app is to personalise it through the
“Settings” section from the menu. The user can check the ingredients they
are allergic or intolerant to from an extensive list of existing allergens. They
can then save their personalised configuration. If the product matches the
food allergies, more information on the specific allergenic ingredients
contained in the food can be accessed. There is also a “Favourites” section
in the app menu where safe food can be stored and shared with friends via
social media. !
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How it is promoted!
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On FSA website in the “Food allergies and intolerances” section, create a
category dedicated to the app and how to download/use it.!
On every FSA social platforms: posts on Facebook and Twitter with
pictures of the app and direct links to the FSA webpage dedicated to the
app , a board in Pinterest with screenshots of the app.!
Public figures with allergies share the launching post on their platforms in
support for the campaign: actresses Michel Collins and Sarah Hadland,
world champion and olympic swimmer Mark Foster and Michelin-starred,
television chef Giorgio Locatelli; who all already showed their support to
the cause. See p.18.!
On Youtube, create a video with a demo of the app.!
The app is promoted in partnership with food retailers in store. Promoting
the app allows them to improve their CSR communication by showing
their customers they care for their health and safety. It also allows them
to showcase some allergen free products in an effective and relevant
way, driving sales. The partners food retailers are: Tesco, Sainsbury’s,
Marks & Spencer, Waitrose and The Co-operative.
Tactic 1: Shop Carefree
App
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Shop Carefree

20. English actress and TV presenter Michelle Collins
experiences allergy through close friend and family.
English actress Sarah Hadland suffered an
anaphylactic shock caused by food allergy.
Mark Foster, amongst the most successful British swimmers of all-
time, lost his close friend and athlete Ross Baillee who died from
an anaphylactic shock caused by food allergy in 1999.
Michelin-starred, television chef Giorgio Locatelli’s daughter
Margherita, 16, suffers from multiple food allergies.

21. Why infographics?!
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Infographics allow:!
to inform of the danger of food allergies (what can
happen concretely)!
to convey striking statistics that (“Hospital admissions
for food allergies have increased by 500% in the UK
since 1990*” - “The UK is one of the top three
countries in the world for the highest incident of
allergy**” - Only 1/3 of young allergic from 15 to 25
years’ old carry their emergency medication***”)!
to give concrete tips and solutions to avoid those
dangers, adopting a funny cool tone (“Do not eat
some nuts and then kiss your allergic boyfriend”)!
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They inform and thus induce perceptions change that
can lead to behaviour change.!
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Where are they released?!
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On Facebook and Twitter as posts enticing to check
the infographics, on Pinterest as part of the “Food
allergy” board.!
On the FSA website section dedicated to food
allergies.!
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Source*: Gupta, 2013!
Source**: The Allergenic Invasion, 2009!
Source***: Allergy Statistics, allergyuk.org, 2014
Tactic 2: Infographics

23. The “Share your Careless Story” Challenge
takes place on Facebook and lasts 3 months. It
consists of creating a “Careless Stories” closed
group to which members of the FSA
community on Facebook can be added by
clicking on the link appearing on the launching
post of the challenge, on FSA’s timeline.!
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On the group page, young people are invited to
share their most awkward, funny or scary
allergy moments. The most liked story each
month win a (safe!) gastronomic dinner for two
at Duck & Waffle, the highest restaurant in the
UK or another gastronomic restaurant to
choose from a list if outside London.!
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Celebs ambassadors Michelle Collins, Sarah
Hadland, Mark Foster and Giorgio Locatelli
agree to share their own story on the group
page, creating interest for the challenge.!
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The challenge allows to raise awareness of the dangers
of food allergies, engage in starting the conversation
and create visibility for the FSA organisation as well as
the app.
Tactic 3: “Share Your
Careless Story” Challenge
Careless
Join the group CarelessStories!
Share your most awkward, funny, scary allergy moments and get a
chance to win a (safe!) gastronomic dinner for two at Duck & Waffle,
the highest restaurant in the UK !

25. Timeline

26. Timeline
WEEK 1!
Launch of the app on social media - Release of a
demo of the app on Youtube - Creation of a webpage
dedicated to the app on FSA’s website.
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The launch of the app during the first week allow to
gather visibility and raise awareness of the other
tactics.
WEEK 2!
Release of the infographics on social media and
website.
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The infographics inform of the dangers and thus
entice to download the app that has just been
released.
WEEK 3!
Launch of the Facebook challenge with celebs
sharing their stories on the group.
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The challenge refuels the campaign by having the
conversation started on food allergies amongst
young people, now that they are fully aware of the
campaign thanks to previous tactics.

27. Evaluation

28. Evaluation
In 3 months!
Number of app downloads
Number of reviews on the app
Tone analysis of reviews on the app
Number of views/comments/likes/dislikes on Youtube for the app demo
Number of Facebook likes/shares/comments (for 3 tactics)
Tone analysis of comments on Facebook and Youtube
Number of retweets/favourites on Twitter (for 3 tactics)
Number of people entering the Facebook group for the Careless Stories
Challenge
Number of stories posted on the group
Number of people viewing the stories
Comments/likes/shares on stories
Stories content and tone analysis
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After 6 months
Percentage of accidents and hospitalisations due to food allergies for
young people aged 15 to 25.

29. Thank You