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摘要

UKHSA’s mascot Andi Biotic returns for World AMR Awareness Week with a creative campaign targeting young adults through gym partnerships and pharmacy disco events.

詳細內容

UKHSA’s mascot returns for World AMR Awareness Week with a campaign targeting young adults, featuring gym partnerships and a pharmacy disco. This innovative public engagement approach aims to reach audiences not typically engaged with antimicrobial resistance (AMR) messaging.

World AMR Awareness Week:

Annual global campaign (18-24 November 2025)
Coordinated by WHO to raise awareness of antimicrobial resistance
Multi-sectoral engagement across human health, animal health, and environment
Theme: Educate, advocate, act now to prevent AMR

Why target young adults:

High antibiotic use: Common for respiratory and urinary infections
Misconceptions: May expect antibiotics for viral illnesses
Behavior formation: Establishing appropriate antibiotic use patterns early
Future parents: Will make decisions for children’s antibiotic use
Peer influence: Young adults can spread messages through social networks

Campaign innovation: Traditional AMR messaging often fails to engage younger audiences. This campaign uses:

Gym partnerships: Reaching health-conscious young adults where they are
Pharmacy disco: Making pharmacies fun and approachable venues
Andi Biotic mascot: Memorable, relatable character to embody key messages
Social media integration: Shareable content and online engagement
Entertainment approach: Education through enjoyment rather than fear

Key AMR messages:

Not all infections need antibiotics: Viruses don’t respond to antibiotics
Complete the course: Finishing prescribed antibiotics prevents resistance
Never share antibiotics: Prescriptions are personalized
Prevent infections: Hygiene and vaccination reduce need for antibiotics
Talk to pharmacist: Expert advice on when antibiotics are needed

AMR crisis context: Antimicrobial resistance is one of the greatest threats to global health:

10 million deaths annually projected by 2050 if unchecked
Common infections becoming untreatable
Routine surgeries and cancer treatment at risk without effective antibiotics
Disproportionate impact on vulnerable populations
Economic burden of healthcare costs and productivity loss

Behavior change needed:

Appropriate prescribing by healthcare providers
Responsible use by patients
Infection prevention and control in healthcare and community
Agricultural stewardship (reducing antibiotic use in farming)
Investment in new antibiotics and alternatives

UK AMR strategy: The campaign supports UK’s 20-year vision for containing and controlling AMR, which includes:

Reducing antibiotic use by 15% from 2014 baseline
Halving healthcare-associated gram-negative bloodstream infections
Maintaining and strengthening surveillance
Investing in innovation (new antibiotics, diagnostics, vaccines)

Campaign evaluation: Success will be measured by:

Reach and engagement metrics
Knowledge and attitude changes
Behavioral intentions regarding antibiotic use
Pharmacy and GP consultation patterns

This creative approach demonstrates UKHSA’s commitment to innovative public engagement, meeting people where they are with messages that resonate.

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