Developed by the National Asthma Council Australia (NAC) in response to consumer demand, the Sensitive Choice program encourages manufacturers and distributors to be asthma and allergy aware.

The program recognises companies who develop products that may be better choices for people with asthma or allergies. Approved products are allowed to feature the Sensitive Choice blue butterfly logo on packaging and advertising. The blue butterfly logo helps consumers easily identify products and services that may reduce asthma and allergy triggers.

The Asthma Foundation of New Zealand has also adopted the Sensitive Choice program, so New Zealanders benefit from the program, too.

Product review process

A formal review process is in place to assess whether or not products and services should be accepted into the Sensitive Choice program.

A Product Advisory Panel considers all products and services submitted for review for suitability and expects independent scientific research data to back product claims. Members of the Product Advisory Panel include experts in asthma, allergy, pharmacy, industrial chemistry and respiratory medicine. Other experts are consulted where necessary.

Only products that may offer a better choice for people with asthma or allergies are accepted into the Sensitive Choice program.
 

Program development

With two million Australians having asthma and 40% of the population having allergy, there is a large demand for guidance about managing asthma and allergy. Indeed, the NAC regularly receives enquiries from people with asthma and their families wanting to know how to reduce their asthma symptoms.

The Sensitive Choice program was developed by the NAC in response to this consumer demand. The program also formalised the sponsorship process for manufacturers working with the NAC.

Launched in 2006, the Sensitive Choice program has proven to be a great success. The range of approved products and services continues to expand as awareness of the program grows.

As a not-for-profit organisation, the NAC uses the income raised by the Sensitive Choice program to support its ongoing work to improve health outcomes for people with asthma.

Sensitive Choice website

For more information on the Sensitive Choice program, partners and products visit the Sensitive Choice website.