Teal Pumpkin Project

In a collaborative effort to bring awareness to food allergies and creating a safe and exclusive Halloween experience for all kids, Allergy Insider has partnered with FARE to bring the Teal Pumpkin Project to life. As part of this campaign, Allergy Insider developed a creative and marketing strategy geared towards audience engagement and empowerment, and encouraged participants to not only participate themselves, but to help spread awareness within their neighborhoods.

Role
Visual Lead
Motion Designer

Creative Assets

Neighborhood Captain Kit

A major component of the campaign involved the development of the Neighborhood Captain Kit. This kit provided participants with a yard sign to place outside of their home, a postcard with additional information regarding the Teal Pumpkin Project and step-by-step directions on adding their home to FARE’s interactive map on their website, and a sticker sheet of the unique designs developed.

At-Home Kit

Keeping in mind that there was a limited number of Neighborhood Captain Kits available to registrants, the team also developed an At-Home Kit for participants to be able to print and use. The At-Home Kit included a print-from-home sign, stencils that could be used for those decorating their own pumpkins, and a fun word search that highlights additional food allergy friendly treats for Halloween.

Web

Allergy Insider

A majority of marketing efforts were geared towards navigating participants to the Allergy Insider website. This allowed individuals the opportunity to learn more on the Teal Pumpkin Project and gain a better understanding of food allergies.

FARE

Additional marketing efforts were made to navigate our audience to FARE’s website. This allowed individuals access to register as a Neighborhood Captain and interact with the Teal Pumpkin Project Map.

Teal Pumpkin Project Map

Participants were encouraged to add their home to the interactive Teal Pumpkin Project Map as well as use the map to locate non-food treat friendly neighborhoods to trick-or-treat in.

Influencer and Audience Involvement

Ali Khan

In an effort to gain audience engagement and a stronger social presence, Allergy Insider partnered with television host and multi-hyphenate creative in the food and comedy space, Ali Khan. For this campaign, Ali Khan created a Facebook Live video discussing food allergies and the Teal Pumpkin Project. Viewers had an exclusive first-hand look at the Neighborhood Captain Kit and a live unboxing of its contents.

Ask The Insider

In an ongoing Instagram Live series called Ask The Insider, we have a closer look at the Teal Pumpkin Project by speaking with cookbook author and founder of Allergy Awesomeness, Megan Lavin. Viewers are able to ask questions before and during the IG live session and walk away with more knowledge on how to be food allergy inclusive on Halloween.

Audience Engagement

Using the hashtag #tealpumpkinproject, participants were encouraged to take videos and photos of their Neighborhood Captain Kits to showcase the fun and unique ways they were being displayed.

Allergy Insider Instagram Reel

Social Media

Teal Pumpkin Project (Copy)

Teal Pumpkin Project