In a bold new move to protect one of the most important tools of modern medicine, the UK Health Security Agency (UKHSA) has launched a digital first campaign to defend antibiotic stewardship and combat the growing threat of antibiotic resistance.
With infections becoming more difficult to treat and antibiotic misuse still widespread, the campaign is introducing a quirky new mascot, “Andi Biotic,” to challenge myths, spark conversations and preserve antibiotics for future generations.
Commenting on the initiative, Professor Dame Jenny Harries, CEO of UKHSA, said:
“But we can all help tackle the problem. Everyone, especially young people, have the power to help change this only if prescribed by a medical professional, following simple steps to properly and correctly taking antibiotics.
“This is not just about our own health, it’s about protecting our community and all of our future generations.”
Targeting misconceptions
The campaign is in response to a new UKHSA study that reveals widespread confusion over antibiotic use.
While 42% of UK adults have expressed concern about antibiotic resistance, more than half remain unclear on how to take personal actions. Surprisingly, 26% believe there is nothing that an individual can help, and another 28% simply aren’t sure.
Andi Biotice aims to tear the confusion, especially between the ages of 18 and 34. The campaign, a pilot project to select social media and GP surgery and pharmacy, will tackle myths and reinforce essential behaviour using humor and relevant scenarios.
Achieve antibiotic stewardship
The six-week campaign will feature Andi Biotice in everyday scenarios, challenging common misconceptions, such as taking antibiotics for viral infections such as colds and flu.
The characters also reinforce important messages. Take antibiotics only when prescribed, follow health care instructions accurately, and do not store or share any remaining medications.
These messages are particularly important for young adults. A UKHSA survey found that 45% of this age group had taken antibiotics over the past year.
More concerning, almost half (41%) acquired antibiotics via unsafe or unregulated means, using foreign, online or other person’s prescriptions.
The wager is rising
Antibiotic resistance driven by misuse and overuse poses a serious threat to global health.
Resistant bacteria are difficult to treat and increase the risk of severe illness, hospitalization, and death. Infections can be cured easily once antibiotics lose their effectiveness, but can be life-threatening.
By combining digital innovation with public health messaging, Ukhsa hopes that this fresh approach to antibiotic management will be involved in a new generation and protect antibiotics for the future.
With Andi Biotic leading the price, the campaign serves as a timely reminder. Today’s antibiotic usage forms tomorrow’s antibiotics.
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