The ESR launched EuroSafe Imaging, an ambitious radiation protection initiative, at ECR 2014 as a driver for improved quality and safety in medical imaging in Europe. The EuroSafe Imaging activities are led by a Steering Committee composed of stakeholder representatives, including EFOMP. The ‘EuroSafe Imaging Call for Action’ issued in September 2014 comprises 12 action items with concrete projects and specific goals to achieve EuroSafe Imaging’s objectives of promoting appropriateness in radiological imaging, maintaining radiation doses within diagnostic reference levels, using the ALARA principle and promoting the use of up-to-date equipment, empowering patients, and joining forces with various stakeholders. The ESR and EFOMP are collaborating in many activities under the umbrella of EuroSafe Imaging, including the projects “European Diagnostic Reference Levels for Paediatric Imaging” (PiDRL) and “BSS Transposition in the Medical Sector”. Other activities of EuroSafe Imaging focus on imaging referral guidelines embedded in clinical decision support (ESR iGuide), data collection (‘Is your Imaging EuroSafe?’), clinical audit, as well as appropriate image quality, clinical DRLs and a European CT repository. A network of institutions committed to best practice in radiation protection is created through the ‘EuroSafe Imaging Stars’ initiative. In addition, research in medical radiation protection is fostered. This variety of actions and the range of different stakeholders involved in EuroSafe Imaging reflect the ESR’s inclusive and holistic approach to medical radiation protection. EuroSafe Imaging serves as role model for medical radiation protection campaigns in other continents, such as Latin America Safe, Afro Safe and Canada Safe, and embraces a collaborative approach with these campaigns.