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

To help you identify asthma and allergy-aware products, we are working together with the National Asthma Council Australia (NAC) to bring you the Sensitive Choice programme.

While the Sensitive Choice approved products and services do not claim to offer cures or treatment for conditions, we conscientiously work 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 about the importance of managing asthma.
  • Encourage manufacturers and suppliers to produce products and services that are asthma and allergy friendly 
  • Provide you and your family with a way of identifying products and services that are asthma and allergy-aware

Where will I see the butterfly symbol?

There is 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. 

Sensitive Choice Logo Complete Web Version

View the full range of approved products and services here.

Find out about our approved partners here. 

For queries contact 

Phone: 04 495 0092

Have a product or service that is asthma and allergy friendly? Apply to join the Sensitive Choice programme here.

Is your asthma under control?

Take the asthma control test to find out