European online pharmacies have a difficult situation in Germany: Although they have been supplying millions of people with medicines safely for decades and the courts have always ruled in their favour, they are regularly confronted with political attacks that endanger their daily business. With #neuschnupfen we have given the phenomenon a name that can be observed more frequently in the course of digitalization: the "allergic" reaction to anything new. We have responded to fear, terror and backroom politics with a fresh and optimistic perspective - digitally, socially and through posters in Berlin.