Industry: Pharmaceutical / Emergency Medicine

What is Atropen?
Atropen is an emergency medical device used to deliver atropine, a medication that treats certain types of poisoning—particularly nerve agent or pesticide poisoning. It’s often carried by military personnel, first responders, and in emergency preparedness kits.

Challenge
In the face of terrorism and chemical threats, particularly in crowded public spaces, responders needed a rapid, self-administered antidote to counteract the life-threatening effects of organophosphorous nerve agents. The challenge was to communicate urgency while educating professionals and the public on how quickly exposure can occur and how essential it is to act within minutes.

Solution
This ad leverages dramatic tension with split-page design: one half showing a crowded subway car (symbol of vulnerability), the other delivering urgent messaging in bold typography.
The phrase: "A chemical nerve agent could fill this space in minutes" hits the danger home. The red highlight on "Antidote" ties visually to the emergency message and the auto-injector device.
The layout creates a call-to-action for preparedness, underscoring that AtroPen® can be self-administered in seconds, and is the first-line treatment approved by the FDA for such attacks.

My Role
Art Director