Food allergies impact millions of families, but the conversation often stops at avoidance. To shift that narrative, Xolair partnered with Scary Mommy on a multi-format campaign that gave moms a space for real, honest conversations. At its core was a roundtable video featuring two caregivers, one patient, and a pediatric allergist discussing daily management, emotional impact, and how to find the right support. The campaign spanned platforms with a native article on-site, a long-form video on YouTube, and a social-first video on Instagram—offering relatable stories and guidance to help families feel informed and empowered.