The UK Health Security Agency has unveiled a new digital campaign aimed at preserving the effectiveness of antibiotics and tackling the growing threat of antibiotic resistance.
This initiative comes in response to new attitudinal research revealing that nearly half of the UK population (42%) are concerned about antibiotic resistance, yet over half (54%) are unsure or incorrectly believe they cannot personally prevent antibiotics from becoming less effective.
Targeting young adults aged 18-34, the campaign introduces a comedic mascot character, ‘Andi Biotic’, designed to dispel misconceptions and educate the public on proper antibiotic use. The campaign builds on the success of the 2018 Keep Antibiotics Working Campaign, aiming to engage a new generation through digital channels.
Over the course of the six-week campaign, ‘Andi Biotic’ will address common uncertainties about antibiotic use, including:
- Avoiding antibiotics for colds and flu, which they do not treat.
- Taking antibiotics only when prescribed and following healthcare professionals' directions.
- Not saving antibiotics for future use.
UKHSA Chief Executive Dame Jenny Harries said:
“Antibiotic resistance is impacting people every day in this country and is one of the biggest threats to our future health.
“But we can all help tackle the problem. Everyone, especially young people, has the power to help change this by following simple steps to take antibiotics correctly and only when they have been prescribed by a healthcare professional.
“This isn’t just for our own health - it’s about helping protect everyone in our communities and future generations.”
The campaign is supported by a self-reported attitudinal survey indicating that young adults are more likely to have taken antibiotics in the past year (45%) compared to the general population (33%). Alarmingly, nearly half (41%) of young adults obtain antibiotics incorrectly, through non-pharmacy shops, abroad without prescriptions, online, or using someone else's medication.
Launching on UKHSA’s social media channels and at participating GP surgeries and pharmacies throughout April and May, the campaign aims to reduce the misuse of antibiotics, which drives drug-resistant infections. Antibiotic-resistant bacteria can cause severe complications, including bloodstream infections, sepsis, and hospitalisation, and are more likely to result in death compared to antibiotic-sensitive infections.
Antibiotic resistance occurs naturally, but misuse of antimicrobial medicines is a major driver of drug-resistant infections. The UKHSA’s campaign seeks to educate and empower individuals to use antibiotics responsibly, ensuring their effectiveness for future generations.
Image credit: iStock
