Anaphylaxis Canada enlists a dragon for Halloween food allergy awareness campaign

Dragons' Den star Bruce Croxon joins organization as public ambassador

TORONTO, Oct. 26, 2011 /CNW/ - A dragon may make for a scary Halloween costume, but not when it comes in the form of CBC Television's Dragons' Den star Bruce Croxon joining Anaphylaxis Canada as a public ambassador to raise awareness about food allergies. Mr. Croxon and his wife Debra Thier will help the organization promote effective food allergy management tips and the importance of community support.

Bruce and Debra are the parents of two young children with multiple food allergies. Bruce joined the popular television show this summer, lending his expertise as a successful entrepreneur - including as the co-founder of Lavalife, an online dating service.

"We are thrilled to have Bruce and Debra work with us to help raise awareness of food allergies and serve as a bridge to other families and the general public," said Laurie Harada, Executive Director and herself the mother of a teen with food allergies.

Approximately 1.3 million Canadians have food allergies. Food allergy is one of the leading causes of potentially life-threatening anaphylactic reactions. As there is no way of predicting how severe an allergic reaction may be and no known cure for anaphylaxis, avoidance of allergens is the only means of staying safe.

"Anaphylaxis Canada has been a valuable resource for our family," said Mr. Croxon. "Serious food allergies present a number of challenges but by committing to some simple safety strategies and always planning ahead, they are manageable."

Bruce and Debra will make their first appearance as public ambassadors at Anaphylaxis Canada's SPOOKtacular Halloween Party & Dance-a-thon on October 30^th in Toronto. Halloween can be a particularly challenging time for children with food allergies. The organization encourages trick or treaters to carry their epinephrine auto-injectors with them and to wait until they can check their candy at home with their parents, choosing only pre-packaged foods which are well labelled. Others can help by asking whether trick or treaters have a food allergy before giving out candy. More information about this event and our safety tips can be found at www.anaphylaxis.ca.

"When our children were newly diagnosed we had so many questions and concerns," added Ms. Thier. "We want to share our story so other families know they are not alone - Anaphylaxis Canada is there for them. We also want to offer a bit of insight to the broader community about the seriousness of food allergies and the role everyone can play in keeping people with food allergies, especially children, safe."

About Anaphylaxis Canada
Anaphylaxis Canada is a non-profit charitable organization dedicated to helping those at risk for anaphylaxis and those who care for them. We are committed to creating a safer world for people with food allergies through education, advocacy, and research. More information can be found at www.anaphylaxis.ca.

For further information:

For more information or to arrange an interview please contact:
Christopher Holcroft
Principal, Empower Consulting
for Anaphylaxis Canada
416-996-0767 / [e-mail]