Movies like Pulp Fiction, Horrible Bosses and The Rock have incorrectly informed the public that EpiPen – the device that treats serious allergic reactions – are to be thrust into the heart, but now a concerned creative has launched a campaign to tackle the myths perpetrated by pop-culture.
The campaign comes in the form of a striking magazine called May Contain, which aims to combat these misconceptions and raise awareness about anaphylaxis.
Daniel Kelly, a creative at Ted Baker, who himself suffers from a life-threatening nut allergy, highlighted how not to use the EpiPen.
Kelly said: "May Contain magazine was created for my final major project at University, I chose the issue to raise awareness of anaphylaxis and other allergies. The aim of the magazine was to take the Epi-Pen out of a purely medical context so it was more relatable and engaging for 18-25-year-olds. I achieved this by making the Epi-Pen more of a fashion item as too many youngsters were afraid of what people thought of the Epi-Pen and wouldn’t carry it with them."
Some of the creative resembles the striking fashion shoots Kelly would likely direct at Ted Baker; but with a catch – explaining how to use EpiPen in the case of severe reactions.
Helpfully the creative also informs readers what drinks to avoid on a night out in fear of allergens.
So far Kelly claims the mag has had over 50K hits on Twitter, being shared over 1.5K times within 24 hours.
You can view the magazine here, and vote for it in The Drum's Creative Works below.