RESPIRATORY


This research formed part of a growing body of evidence that sustained exposure to low-level infl ammation over a period of months – such as during the hayfever season – could have a detrimental effect on the brain and on mental health.


Six years prior to this study, Danish scientists had also discovered that people with allergies such as hayfever had a 30 per cent higher risk of suicide than people, who didn’t suffer from allergies. The study by researchers from Aarhus University compared allergy rates in suicide victims with those in otherwise healthy people.


CAUSES OF DEPRESSION IN HAYFEVER


So, what exactly is going on that the brain can be so badly affected by allergies such as hayfever?


Some experts explain the allergy- depression connection in psychological terms, focusing primarily on the heavy emotional toll of chronic allergy symptoms.


Others link it to the fact that hayfever is known to cause specialised cells in the nose to release cytokines, a kind of infl ammatory protein. Various studies - animal and human - suggest that cytokines can affect brain function, triggering sadness, poor concentration and increased sleepiness.


Scientists have also pointed to the fact that an allergic reaction to pollen can


cause infl ammation in blood vessels throughout the body, and that this infl ammation can have a long-lasting, harmful effect on the brain.


This infl ammatory response – which causes typical allergy symptoms, such as sneezing – is the body’s natural way of trying to get rid of an allergy trigger (in the case of hayfever, this is usually pollen). Recent studies have indicated that sustained exposure to low-level infl ammation – particularly over a period of several months or longer, such as during the hayfever season – may well lead to serious psychiatric effects later in life. The studies have also indicated, however, that a treatment as simple as something like ibuprofen could help.


TREATMENT FOR DEPRESSION So, how can you help patients who may be affected by low mental mood or depression caused by an allergy, such as hayfever?


The main thing that you can do is help your patients to put their negative feelings into context. By explaining that allergies like hayfever can have psychological and emotional symptoms as well as physical ones may help patients to feel reassured. As with any patients, who admit to feeling ‘low’ or depressed, they should be signposted to their GP for potential medication, but patients can often be satisfi ed with an understanding that their ‘depression’ is the body’s natural


reaction to prolonged periods of infl ammation in the body.


As always, however, advice should also be given to patients to limit exposure to the allergens that cause hayfever, so it’s wise to advise them to:


Stay indoors when pollen counts are high. Hayfever sufferers should keep windows closed and, if they have to go outside, then they should shower and wash your hair before going to bed at night


Keep the humidity in their homes below 50 per cent to stop mould growth


Replace curtains, which collect allergens, with blinds, and stick with easy-to-clean fl oor coverings like wood or tiles rather than rugs or carpeting


Wash bedding frequently in water that’s at least 130° F to kill dust mites. Mattresses and pillows should be covered by allergen-impermeable covers. •


WHY THE GREAT INCREASE IN HAYFEVER?


An increasing number of people are reported to be developing hay fever, with some studies indicating that prevalence rates of the condition may have almost doubled in the last fi fteen years alone. One of the possible reasons for the increase is the ‘hygiene hypothesis’.


This was a term coined in 1989 by David Strachan, an American immunologist, who wrote an article in which he suggested reasons for the rise of allergy in the western world.


In his article, which was actually called ‘Hay fever, hygiene and household size’, but which was colloquially renamed ‘The Hygiene Hypothesis’, Strachan suggested that as humans reduced their exposure to various germs, the human body


has become less able to cope with exposure to allergens.


Homes, he argued, have become cleaner, leading to a steady decrease in the incidence of cross infection within families: infection, which would previously have been benefi cial in helping to develop strong immune systems.


To support his argument, Strachan, a professor of epidemiology, revealed that children in children in larger households had fewer instances of hayfever because they were exposed to germs by older siblings. His fi nding was to prove signifi cant since it led to further research that suggested a lack of early childhood exposure to infection could increase a person’s chances of developing hayfever.’


PERRIGO PARTNERS WITH MET OFFICE IN £1.5


MILLION HAYFEVER MARKETING CAMPAIGN Perrigo, a leading provider of medicines and healthcare products, is launching a new ‘Take back summer’ promotional campaign for allergy brands Prevalin and Beconase as part of a £1.5 million 2018 marketing investment. For the fi rst time ever, Perrigo is set to partner with the Met Offi ce on a hayfever marketing campaign.


The campaign focusses on how hayfever sufferers can take back summer by using Beconase for round- the-clock relief from eight symptoms of hayfever, and Prevalin for fast and effective defence to help stop symptoms from developing. Activity will include TV advertising and video on demand which will run from April until July.


The partnership with the Met Offi ce will start in March and run through to September, with a digital focus. This will include sponsorship of the pollen widget on their home page, takeover advertising featured on the pollen forecast page, as well as mobile banners on the Met Offi ce app. This will be supported by social media activity, a daily co-branded pollen forecast and brand-led advice when pollen forecast is high or around relevant national events.


To accompany the marketing campaign, support materials will be provided for pharmacies. These will include a detail aid, countertop display units, window displays and a CPD guide. In addition, the Perrigo fi eld sales force will hold in-person allergy training sessions with pharmacists.


Holly Turner, senior marketing director at Perrigo, said; “We are delighted to be working in exclusive partnership with the Met Offi ce on our ‘Take back summer campaign’, which will highlight how our products defend against and provide relief from the symptoms of hayfever. Prevalin and Beconase can help people take control of their allergies, improve their quality of life, and take back summer.”


60 - SCOTTISH PHARMACIST


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