The UK Health and Safety Authority (UKHSA) is bringing antimicrobial resistance back into the spotlight with the energetic return of its mascot Andy Biotic for Global Antimicrobial Resistance (AMR) Awareness Week.
This year’s campaign takes a fresh twist, placing red and white pill characters in a playful, disco-filled scene designed to capture the attention of young people and convey a serious message about AMR awareness.
Dr Alicia Demirdjian, consultant epidemiologist and clinical lead for antimicrobial resistance and prescribing at UKHSA, explained:
“We know young people want to make a difference, and that’s exactly what Andi Biotic is here to help. Yes, Andi is fun and energetic – you might see her disco at your local pharmacy – but the message is serious.
“By taking antibiotics only when necessary and following the advice of medical professionals, we can conserve these lifesaving medicines for everyone now and in the future.”
AMR threat
AMR occurs when bacteria, viruses, fungi, and parasites evolve to the point that drugs such as antibiotics are no longer effective in treating the infection.
As resistance builds up, diseases that were once easily treatable can become severe or even life-threatening. Common infections require more aggressive treatment, recovery may take longer, and in some cases, available drugs may not work at all.
AMR develops naturally over time, but misuse or overuse of antibiotics can accelerate the process. For example, taking antibiotics unnecessarily for a viral infection such as a cold or the flu exposes bacteria to unnecessary drugs, giving them more of a chance to adapt and resist future treatments.
UKHSA’s campaign aims to make this complex issue more understandable and more urgent for the public.
Growing resistance inspires new campaign
The reopening follows new figures from UKHSA’s latest UK Antimicrobial Use and Resistance Surveillance Program (ESPAUR) report.
Data published last week revealed that antibiotic-resistant infections have increased by 9.3% in the past year, with nearly 400 people in the UK being diagnosed with an antibiotic-resistant infection every week. These infections are often difficult to treat and can cause serious complications.
Rather than adopting a dark atmosphere, UKHSA takes a creative and bright approach. Andi Biotic’s mission is simple. The goal is to help people maintain the effectiveness of antibiotics by using them correctly.
Andi Biotic hits the dance floor
This second wave of the ‘Keep Antibiotics Working’ initiative places Andy in everyday spaces frequented by young people.
Collaborations with partners like Amazon and Better Gyms raise AMR awareness among office workers, gym-goers, online shoppers, and more.
In vibrant visuals shared across UKHSA’s social media channels, Andy shows off his frenetic moves while delivering important reminders about responsible antibiotic use, whether on a pharmacy dance floor or a lively office environment.
Healthcare and science influencers help spread the message by sharing Andy’s adventures with their followers.
encourage responsible action
At the heart of this campaign are three important actions: avoid using antibiotics for viral illnesses, use antibiotics only if prescribed and as directed, and never store or share leftover medication.
UKHSA is also calling on the public to take its work further by signing the Antibiotic Guardian pledge. The initiative has already impacted more than 200,000 supporters.
Spearheaded by Andi Biotic, UKHSA wants to make awareness of AMR memorable and meaningful, and encourage new generations to join the effort to keep antibiotics effective into the future.
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