The European Academy of Allergy and Clinical Immunology (EAACI) and Asthma-Allergy Denmark are launching an outstanding campaign with a high-impact street action to increase awareness of the burden and seriousness of allergy. Allergy is a public health problem of pandemic proportions that affects more than 150 million people in Europe, where it is the most common chronic disease1. According to experts, 1 out of every 3 children have an allergy and they expect the disease to affect more than 50% of all Europeans in 10 years’ time. Furthermore, up to 1 in 5 allergic people suffer a serious debilitating disease and are in fear of death from a possible asthma attack or anaphylactic shock1. Anaphylaxis is a severe, generalised allergic reaction largely caused by food, drugs and insect bites.