Sensitive Choice®

One in four Kiwi kids and one in six adults have asthma. Therefore over 800,000 New Zealanders are living with asthma, allergies and other a respiratory conditions.

That’s why we are working together with the National Asthma Council Australia (NAC) to offer the Sensitive Choice® programme to all New Zealanders.

Sensitive Choice® is a community service focused programme for all of us who want to breathe purer, cleaner, fresher air and reduce allergic reactions.

While the Sensitive Choice® programme and the products we approve do not claim to offer cures or treatment for such conditions, we conscientiously strive to help cleanse and purify the personal environments in which we all live and breathe.

To help you identify asthma and allergy-aware products, community-conscious companies use the Sensitive Choice® blue butterfly symbol on their packaging.

You’ll find that reassuring blue butterfly on hundreds of products – from bedding to building products, from cleaning agents to carpets, from air purifiers and vacuum cleaners to the very paint you put on your walls.

This is the way we live. We breathe in. We breathe out. We do it something like 15,000 times a day. Every day. Doesn’t it make sense to make every breath the best it can be? Make a Sensitive Choice.

Aims of the programme

The Sensitive Choice® programme was developed to achieve the following:

  • Educate New Zealanders about the importance of managing their asthma.
  • Encourage manufacturers and suppliers to produce products and services that are asthma and allergy friendly and that could benefit people with asthma and allergies.
  • Provide you and your family with a way of identifying products and services that may benefit people with asthma and/or allergies and improve your health and wellbeing.

Where will I see the butterfly symbol?

The Asthma Foundation has a formal review process to assess company proposals and their products as well as services.  This review process is conducted in conjunction with the National Asthma Council and carried out by an independent Product Advisory Panel. If products and services are accepted, the butterfly symbol is awarded. You will see the butterfly appearing in retail outlets and online.

To learn more about the programme or to discuss whether your product or service may be suitable, please contact:

Taniya Scott at the Asthma Foundation
Phone (04) 495 0099