The UK Health Security Agency (UKHSA) has launched a new digital campaign to help keep antibiotics working and tackle the threat of antibiotic resistance.
Antibiotic resistance is a major public health threat. New attitudinal research by UKHSA highlights that almost half of the UK population (42%) are concerned about how the issue affects them. Yet, over half (54%) are either unsure there’s anything they can individually do to prevent antibiotics becoming less effective at treating infections (28%) or incorrectly believe there’s nothing they can personally do (26%).
Aiming to tackle these misconceptions among young adults aged 18-34, the digital campaign will be led by a new comedic mascot character, ‘Andi Biotic’. ‘Andi’ was developed by UKHSA to take the success of the Keep Antibiotics Working Campaign from 2018 to a new generation. This first stage is a pilot which will test the potential to capture people’s attention and imagination through digital channels.
Over the course of the 6-week long campaign, ‘Andi Biotic’ will embark on a mission to answer people’s uncertainties about when and how to take antibiotics to help preserve their effectiveness today and for future generations. ‘Andi’ will come to the rescue in a variety of scenarios to make sure people are taking antibiotics in the right way, including:
- not taking antibiotics for colds and flu, which they don’t work for, and this remains one of the biggest misconceptions about taking antibiotics
- only taking antibiotics when you have been prescribed them and taking them as directed by a healthcare professional
- not saving antibiotics for future use
In this self-reported attitudinal survey, a higher proportion of young adults reported taking antibiotics in the previous 12 months compared to those in the general population (45% compared to 33%).
The survey also shows that nearly half (41%) of those in these age groups obtain antibiotics incorrectly, compared to 23% in the general population. Incorrect methods include purchasing antibiotics in a shop that was not a pharmacy, obtaining them while abroad without a prescription from a healthcare professional, over the internet, or using medicines originally prescribed for someone else.
The campaign will launch on UKHSA’s social media channels and at participating GP surgeries and pharmacies throughout April and May.
Professor Dame Jenny Harries, Chief Executive of UKHSA, 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."
