Last October, at Harvard University, I was awarded the Ig Nobel prize for public health for inventing the Emergency Bra, an item of lingerie that, in case of an emergency, can be quickly transformed into two protective respiratory face masks. Don't get too excited, boys: this can be done without removing any clothes. My Ig Nobel nomination came as a pleasant surprise. And I recognised that this competitive prize for "scientific achievements that first make people laugh and then make them think" is hugely popular and a great opportunity to deliver a message on emergency preparedness to the public.