With his talent for narrative and visual story-telling, Lost Highway Films‘ Todd Bellanca focuses his energies on “It’s Not A Joke,” a compelling PSA on food allergy bullying sponsored by FARE, Food Allergy Research and Education. His story sheds light on real life situations concerning children with food allergies, and the unexpected trials they face due to peer intimidation. It’s an emotional affair that can lead to social isolation and in some cases proves fatal. rnrnTodd conveys the realities of food allergies and bullying through high risk situations and environments such as the lunchroom and a walk to school. Through close up shots, low camera angles, and point of view framing, Todd communicates the loneliness and vulnerability many bullied children feel. Through directorial choices Todd puts the viewer in their shoes, evoking empathy and a call to action.rnrn
rnYou can view the spot at www.losthighwayfilms.com.rnrnLiving with food allergies has never been easy. One in every 13 children are affected by food allergies. Every 3 minutes a food allergy reaction sends a child to the hospital, adding up to more than 300,000 emergency room and ambulatory-care visits a year among Americans under 18. And food allergies are not a passing trend. The number of children living with peanut allergy tripled between 1997 and 2008.rnrnThere is another side to food allergy, however, that few see. Living with allergies presents emotional and social challenges to those afflicted, as well as physical difficulties. A third of children with food allergies report that they have been bullied specifically for their allergy. Food allergy bullying can become particularly dangerous, as children are frequently threatened with problem foods. What may be seen as a prank to a student could be potentially very dangerous. rnrnParents, teachers, and school administration have a responsibility to maintain a safe environment for students to thrive. In the case of food allergy bullying, the way to create safety is through disseminating information. John L. Lehr, chief executive officer of FARE, insists that “It is important to identify and address cases of bullying proactively. The public service announcements released mark an important step in educating on the physical dangers and emotional toll [of food allergy bullying].” rnrnLost Highway Films has shown a commitment to telling important stories and increasing public knowledge around significant issues. There may be no cure for food allergies, but the cure for food allergy bullying is clearly awareness. rnrnMore food allergy information, resources, sharing and tools are AVAILABLE HERE.rnrnCreditsrnClient: FARE – Food Allergy Research & Education, Inc. rnrnProduction Company: Lost Highway Films, Inc.rnExecutive Producer: Marc RosenbergrnDirector: Todd BellancarnrnEditorial: Homestead EditorialrnPost Producer: Tameeka Balance rnEditor: Giacomo Ambrosini rnrnAbout FARErnFood Allergy Research & Education (FARE) works on behalf of the 15 million Americans with food allergies, including all those at risk for life-threatening anaphylaxis. This potentially deadly disease affects 1 in 13 children in the United States – or roughly two in every classroom. FARE is a 501(c)(3) nonprofit organization that was formed in 2012 as the result of a merger between the Food Allergy & Anaph
