Mylan’s latest allergy awareness campaign couples two popular touch points—celebrity and access. The Get Schooled in Anaphylaxis campaign features Emmy-winner Julie Bowen and a push to create programs to help schools better understand potentially deadly allergies and how to handle them.

The program includes print and broadcast PSAs plus a financial incentive—Epi-Pen maker Mylan will award 15 college scholarships of $2,000 each for students who submit winning proposals for spreading awareness and providing solutions that could help students suffering from anaphylaxis.

Bowen signed on to the Mylan mission based on personal experience: on the website she shares that her son’s allergy took her family by surprise, because one day he was OK eating peanut butter, and the next he wasn’t.

The financials behind the push show the company is not relying on past performance. Reports for the quarter ended June 30 show the company increased its marketing costs for the Epi-Pen by $5.3 million for the quarter, compared to the same period last year. It also noted in its 2011 annual report that the device owns 95% of the auto-injector US market and more than 90% of that same market worldwide.