About Sensitive Choice

Mission statement

Sensitive Choice is a community service program created by the National Asthma Council Australia for all of us who want to breathe purer, cleaner, fresher air and reduce allergic reactions.

The program is of particular value to the 2,300,000 Australians with asthma and the one in three of us who suffer from allergies.

While the Sensitive Choice program and the products we endorse 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 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.