BASKING RIDGE, NJ: Mylan Specialty has launched a campaign it hopes will improve preparedness for life-threatening allergic reactions.
Chandler Chicco Agency is helping the Mylan subsidiary with the effort, which also celebrates the 25th anniversary of the Food and Drug Administration's EpiPen auto-injector.
The pharma company has brought on Minnesota Vikings running back Adrian Peterson and TV personality and “supernanny” Jo Frost as celebrity spokespeople. Both have potentially life-threatening allergies, according to the company. Mylan's aim is to demonstrate that both Peterson and Frost have not let severe allergies hold them back from success. The company also wants to convey the importance of being prepared in case of a reaction.
“Despite the increasing prevalence of food allergies, a common cause of anaphylaxis, there are a lot of misperceptions about severe allergies and anaphylaxis among patients, caregivers, and the public,” said Nina Devlin, VP of global communications at Mylan, via email. “Working with [Peterson] and [Frost] gives us the opportunity to dispel many of these common misperceptions to further improve preparedness for anaphylaxis.”
Anaphylaxis is a serious allergic reaction.
Some misconceptions include that adults are not at risk for developing severe allergies. It is for these reasons that the company is pushing for people with known allergies to have an anaphylaxis action plan that includes avoiding known allergies, recognizing signs and symptoms, and having immediate access to two epinephrine auto-injectors at all times.
An interactive portion of the campaign encourages people with life-threatening allergies to visit the effort's website and upload a picture to show how they have their auto-injectors with them in places such as home, school, or on vacation. For every photo submission, Mylan Specialty will donate $25 to leading allergy nonprofits up to a total of $25,000.
Peterson and Frost will also be featured in a series of videos where they dispel misconceptions about anaphylaxis.
Mylan is also conducting media outreach and sponsoring events in multiple cities.
A representative from Chandler Chicco deferred questions about the campaign to Mylan.
Last fall, Mylan launched a campaign called “Get Schooled in Anaphylaxis” featuring Modern Family actress Julie Bowen, which sought to help school communities better understand, prepare for, and manage the potential consequences of life-threatening allergies.