In Spring 2013, CCNY alum and Y&R Art Director Sal Lombardo recruited a team of CCNY students to develop a campaign during Food Allergy Awareness Week in May to promote FARE (Food Allergy Research and Education). The public service campaign raised awareness of the dangers of food bullying among elementary school students. For 10 weeks, the Ad PR students met regularly with Sal and Y&R partner Nanette Lerner along with Ad PR alums Paul Castro and Chad Oliver at Y&R to create an integrated campaign using advertising, PR, and social media. Students were not only able to attend the film shoot, but were also featured in the PSA which ran on YouTube www.youtube.com/watch?v=_0AfuBAsJKY
More about the project: FARE's "It's Not a Joke" Campaign can help you learn more about food allergies and how you can prevent food allergy bullying. Teen actor and former Shake It Up star Kenton Duty volunteered his talents for the PSA voiceover, since Kenton has publicly shared his own story of living with food allergies. Visit www.foodallergy.org/its-not-a-joke to learn more about how you can help make a difference.