The Allergy Caregiver Experience

Strategi

Today, it’s estimated that about 20% of adults in Europe and at least as many children are affected by respiratory allergies (allergic rhinitis). And numbers are rising, particularly among children. Though often perceived as a minor or normal seasonal annoyance, these allergies are much more than simply a sneeze, runny nose or something for kids to ‘grow out of’.

Allergic rhinitis is a chronic, progressive, often lifelong inflammatory disease that can significantly impact quality of life for children and their families – potentially leading to impaired sleep, anxiety and depression, reduced performance at school, and limitations in sports and activities.

In this demanding state, parents and caregivers are often left confused, frustrated and exhausted as they try to alleviate a child’s distress, manage persistent symptoms, and navigate different treatment plans. All of which can leave them feeling powerless.

Our Allergy Caregiver Experience initiative was conceived as a holistic journey of empowerment. Helping caregivers feel supported and prepared for day-to-day management, while ready to have an informed conversation with their doctor about their child’s condition, potential diagnosis, and future treatment options.

More than a one-off campaign, our evolving Allergy Caregiver Experience is focused on raising awareness of allergies and supporting caregivers with the knowledge, tools, and confidence to navigate everyday life. By empowering families to better understand and manage allergies, we aim to make daily life feel simpler and more carefree.

Løsning

The ambition of the Allergy Caregiver Experience is to fundamentally change how allergy is perceived today.

Since respiratory allergies tend to be underestimated and not taken seriously, parents and caregivers often put up with symptoms and try to manage the condition on their own. On top of this, a limited understanding of allergy and lack of awareness means it can take many years for someone to get the right help.

The Allergy Caregiver Experience is designed to help close this knowledge gap – educating and empowering people to take action through an ecosystem of touchpoints, tools, and solutions. The experience includes everything from an emotional hero film campaign across social media, generating over 100 million impressions in 2025 and an educational content hub, to local influencer projects and personalised digital tools.

These tools are designed for caregivers to check, track and optimise allergy management, while preparing for a dialogue with their doctor. All tools have been developed together with caregivers through iterative designs, prototypes and testing, and have been based on insights from interviews with HCPs.

The initiative’s digital presence has been further boosted by real-life caregiver events and local activations, such as allergy awareness projects within schools, as well as a series of family and medical influencer events.

A key touchpoint in the Allergy Caregiver Experience is ‘My Child’s Allergy Diary’: a unique tracking tool that captures symptoms, medication intake and how the child is feeling over time in order to generate a detailed report to be discussed with a doctor.

The entire digital ecosystem is the culmination of three years of strategic development, testing and refinement – now launched and live across multiple markets in Europe, while continually building momentum to best meet the needs of children and caregivers.