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PostPosted: Fri Apr 20, 2012 12:30 pm 
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Joined: Mon Feb 07, 2005 6:39 pm
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Location: Toronto
Mylan Specialty responded today to AL's request for an official statement. Here they explain their ad campaign, but also why they pulled one controversial ad:

Mylan Specialty is committed to raising anaphylaxis awareness and preparedness among people directly affected by life-threatening allergies and our advertising efforts play an important role in increasing awareness. However, Mylan Specialty has heard the concerns from the allergy community about our most recent television ad, and we take them seriously.

Mylan Specialty recognizes that allergen avoidance is a critical first step to all anaphylaxis management plans and would never intentionally suggest otherwise.

Unfortunately, despite best efforts, unintentional exposure to allergens happens, and yet less than 10% of patients at risk for anaphylaxis are carrying an epinephrine auto-injector.

In light of this, the intent of our “Max’s Birthday” advertisement is to generate greater awareness for anaphylaxis and remind parents about the importance of always having an epinephrine auto-injector readily available for children at risk for life-threatening allergic reactions.

Mylan Specialty values the relationships we have built within the allergy community and appreciates the insights provided by patients, parents, physicians and advocates for those living with life-threatening allergies.

Mylan Specialty has stopped airing the ad while we make modifications to address the feedback we have received.

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Allergic to soy, peanut, shellfish, penicillin


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PostPosted: Fri Apr 20, 2012 12:55 pm 
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Joined: Mon Jul 05, 2010 11:37 am
Posts: 1523
Location: Alberta
Well. It is raising awareness. It sure got me interested.
I guess now we wait & see what happens. for awhile. :popcorn

I don't think I agree with the most chatting on twitter foodallergy

No body said anything about him eating the cake.

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Myself - Seasonal, cats
dd-asthma (trigger - flu) anaphylactic to eggs, severe allergies to bugspray and penicilin,pulmicort
ds-Seasonal, cats and OAS
dh-allergy cats, bugspray and guava, outgrew egg allergy


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PostPosted: Fri Apr 20, 2012 1:46 pm 
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Joined: Thu Mar 03, 2005 9:38 pm
Posts: 1643
Location: Toronto
Gwen, thank you for this post. It's nice to hear it "official" from you. :)

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self: allergy to sesame seeds and peanuts
3 sons each with at least one of the following allergies: peniciilin, sulfa-based antibiotic, latex, insect bites/stings


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PostPosted: Fri Apr 20, 2012 2:10 pm 
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Joined: Sun Nov 30, 2008 11:00 am
Posts: 1119
http://foodallergybitch.blogspot.ca/ Converting Slacker Allergy Moms: Advocacy Edition --- Friday, April 20, 2012

An interesting take...

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me: allergic to crustaceans plus environmental
teenager: allergic to hazelnuts, some other foods and environmental


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PostPosted: Fri Apr 20, 2012 2:16 pm 
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Joined: Mon Feb 07, 2005 6:39 pm
Posts: 2948
Location: Toronto
Most welcome, AM.

AA, I also felt a couple of people went a bit over-the-top in the criticisms.

But what I told Mylan in AL's letter to them is that it's very important not to leave even the potential impression that those with food allergies don't have to worry about food as long as they have their EpiPen. There is confusion out there among the public, so we need to be clear: this is a rescue med, not a treatment.

I'm really glad Mylan moved swiftly in pulling the one ad and reviewing the campaign. The auto-injector is and should always be the best friend of this community.

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Allergic to soy, peanut, shellfish, penicillin


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