Live to the Max

Did you know that each Australian classroom has at least one student with a food allergy? 1 in 20 young people — and their carers — live daily carrying the risks associated with food allergies. For some, it can be life threatening.

My clients Tamara and Ben McKenzie know first-hand how catastrophic exposure to food allergies can be. They lost their beloved son, Max, in 2021 after he, after a lifetime of vigilance and careful choices, unwittingly ate a dessert that contained walnuts. His father Ben, an Emergency physician, was put in the unfathomable position of trying to save his life after emergency care for Max had failed. He was just 15.

15 is also the average age that people die from anaphylaxis resulting from food allergies, just as young people are starting to develop and explore their independence. However, a few simple steps taken in the early stages after exposure to an allergen can save lives.

Live to the Max - brand and website

Educating secondary school students is exactly what Tamara and Ben set out to do when they established Live to the Max. By celebrating with a day in August every year, their aim is to raise awareness about food allergies and equip young people with the tools they need to support their mates.

Together with Communications Consultant Elle Spring of Green Letter Communications, we built a brand and website to communicate the initiative and educate students by presenting a simple plan to follow after someone has been exposed to a food allergen.

Here’s what we achieved together: