In July 2015 the Anaphylaxis Campaign launched #TakeTheKit – a hard hitting film to highlight to teenagers with severe allergies the importance of always carrying their Adrenaline Auto-Injectors (AAIs). We are thrilled that a recent survey has demonstrated a 39% increase in the number now carrying their AAIs since the launch of the film.
AAIs are the lifesaving emergency medical devices used to treat the symptoms of anaphylaxis until the affected person is treated by paramedics. The brands currently available in the UK are EpiPen, Jext and Emerade.
The rate of hospitalisations due to anaphylaxis has increased dramatically over the past 21 years. Teenagers and people in their 20s are most at risk from these severe and life threatening reactions. (Ref 2).
#TakeTheKit was created after results from our Youth Survey in 2012 (Ref 1) revealed that only 33%, of the respondents carried their Adrenaline Auto-Injectors (AAIs) at all times. A recent similar survey which ran in February 2017 has shown that 72% of the respondents said they carried their AAIs. This is an increase of 39%.
Lynne Regent CEO Anaphylaxis Campaign said, “We are encouraged to see a marked increase of young people now carrying their adrenaline following the launch of this film. Teenagers and young people are a particular risk group of fatal anaphylaxis which is why we worked so hard to get this film made. Please continue to share the film with your friends and family so more people are aware of the severity of allergies.”
The film was produced by Bare Films, a London based multi award winning production company. The film was the idea of Peers Carter and Tony Muranka, established creative directors who have also worked with Combat Stress and The Motor Neurone Disease Association.
Watch a film with the director and creative directors explaining how the film was made
Post production was very kindly provided by Oscar winners The FrameStore and Simon Tubbs from the The Motion Design Company. Editing work was also very generously provided by Sacha Szwarc at Speade. The voice over was provided by EastEnder’s actress Rachel Bright.