Every year an estimated 20 people in the UK die from anaphylaxis – an acute reaction to foods such as peanuts, shellfish and kiwi fruit.
But most of us don’t have the faintest idea how to use an EpiPen – the handheld auto-injecting device that can save lives in the event of a deadly reaction.
Worse still, films like Pulp Fiction have us a bit muddled about whether we should be mainlining adrenaline direct to the heart. Pro tip: don’t.
So, here’s May Contain, a fashion mag-cum-medical-guide, conceived by designer Daniel Kelly to raise awareness about anaphylaxis.
“When I was at college I started my own publication because I believed – and still believe – in the power of tangible print products,” says Kelly. “I wanted something really premium. Something you could touch. And print still has that ability to convey a message in a unique way. Online doesn’t have the same impact as flicking through a product you’re holding in your hands.”
Why else should you care? Its creator gave us five good reasons…