NEWS STORY : UKHSA Launches Comedic Digital Campaign to Tackle Antibiotic Resistance

STORY

The UK Health Security Agency (UKHSA) has unveiled a new digital campaign aimed at educating young adults about the growing threat of antibiotic resistance — and it’s doing so with a bold, unexpected hero: a quirky new mascot named Andi Biotic.

The campaign, which will run throughout April and May, is the latest phase in the government’s ongoing efforts to raise awareness around antimicrobial resistance, a public health challenge that UKHSA warns could lead to routine infections and surgeries becoming life-threatening in the near future.

According to new research commissioned by UKHSA, 42% of UK residents are concerned about antibiotic resistance, but more than half either don’t know how to help combat it or mistakenly believe there’s nothing they can do.

To combat these misconceptions, Andi Biotic — a colourful, comedic character — will take to social media channels and healthcare settings to deliver vital messages about the proper use of antibiotics. The six-week campaign is targeted at 18-34-year-olds, a group identified as both highly engaged online and more likely to misuse antibiotics.

A New Voice for a Serious Threat

Andi Biotic is a modern twist on the successful “Keep Antibiotics Working” campaign from 2018. The character will appear in a range of relatable digital scenarios, from flu season confusion to medicine cabinet myths, encouraging viewers to:

• Avoid taking antibiotics for viral illnesses like colds and flu

• Only use antibiotics when prescribed, and complete the full course

• Never save leftover antibiotics for future use or share them with others

UKHSA data reveals that 45% of young adults reported using antibiotics in the last year, compared to 33% of the general population. Alarmingly, 41% admitted to obtaining antibiotics through incorrect means, including overseas purchases, online sources, or using medication prescribed for someone else.

Real-Life Impact

The campaign is also spotlighting real patient experiences to drive home the urgency of the issue. One young woman with recurrent urinary tract infections described the devastating personal toll of antibiotic resistance:

“It destroyed me and my bladder. Any physical enjoyment in my life, such as dancing and intimacy, was drastically impacted… I didn’t even know what antibiotic resistance was before this. I live in hope for the day a solution that works can be found, so I can dance and live life freely again.”

National Leaders Call for Action

UKHSA Chief Executive, Professor Dame Jenny Harries, urged the public to take the issue seriously:

“Antibiotic resistance is impacting people every day in this country. Everyone, especially young people, has the power to help change this by following simple steps to take antibiotics correctly and only when prescribed.”

Ashley Dalton, Minister for Public Health and Prevention, echoed the call, saying:

“By empowering the public with knowledge, together we can help preserve the effectiveness of antibiotics for future generations.”

NHS England’s National Medical Director, Professor Sir Stephen Powis, added:

“Antibiotic resistance could one day make even routine surgeries dangerous. That’s why it’s crucial young people understand how to use antibiotics properly — to stop the rise of drug-resistant superbugs now.”

A Community Responsibility

Antibiotic resistance occurs naturally but is accelerated by the misuse and overuse of antimicrobial medicines. Resistant bacteria are harder to treat, leading to longer illnesses, hospitalisation, and an increased risk of death.

The UKHSA hopes that Andi Biotic will make this complex issue accessible and actionable — and that a little humour can go a long way in changing habits and saving lives.

The campaign will be visible across UKHSA’s social media channels, as well as GP surgeries and participating pharmacies throughout the UK.