A DIGITAL campaign to help keep antibiotics working for all and tackle the threat of antibiotic resistance has been launched.
The UK Health Security Agency (UKHSA) has introduced ‘Andi Biotic’ who is set to embark on a six-week long mission to answer people’s uncertainties about when and how to take antibiotics to help preserve their effectiveness for us today and future generations.
Andi is said to come to the rescue in a variety of scenarios to make sure people are taking antibiotics in the right way, including not taking them for colds and flu,
only taking antibiotics when the have been prescribed and not saving antibiotics for future use.
Antibiotic resistance is a major public health threat, and new research by UKHSA highlights that almost half of the UK population are concerned about how the issue affects them personally.
Yet, over half are either unsure if there’s anything they can individually do to prevent antibiotics becoming less effective at treating infections or incorrectly believe there’s nothing they can personally do.
Aiming to bust 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.
UKHSA regional deputy director – West Midlands, Katie Spence said: “Antibiotic resistance is one of the biggest global health threats that exists.
“Each time antibiotics are not used correctly, it increases the chance that microbes will evolved to resist the medicine designed to kill them, leading to more and more resistant strains of infections, aka ‘super bugs’, that become increasingly harder to treat.
“This puts you and your family at risk of more severe or longer illness, and means in the future, antibiotics might not work when you really need them.
“That’s why we’re asking everyone in the West Midlands to support us in the fight against AMR (antimicrobial resistance), by doing a few very simple things.”
The campaign launched on UKHSA’s social media channels and will be 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.”
Antibiotic-resistant bacteria of any kind are less likely to respond to some treatments, which can cause serious complications, including bloodstream infections, sepsis and hospitalisation.
People who get a bacterial infection that is resistant to one or more antibiotics are more likely to die from their infection compared to those who have an antibiotic sensitive infection.
Antibiotic resistance occurs naturally but misuse, including underuse, overuse, and inappropriate use, of antimicrobial medicines is one of the major drivers of drug-resistant infections.
