Antibiotics Awareness Campaign Aims To Tackle Resistance To The Drug

 In Health, Healthy Lifestyle

It’s not all about Antibiotics

IDS Media UK recently ran a very successful national healthcare marketing campaign across GP surgeries and hospitals in England to raise awareness about antibiotic resistance.

Aim of the campaign

The Antimicrobial resistance (AMR) campaign ‘Taking antibiotics’ was set up to educate the general public about how antibiotics are not always the answer and to provide support to busy GPs.

The antibiotics awareness campaign was also implemented to coincide with the government’s aim to reduce the number of inappropriate antibiotics prescriptions in the UK.

What is antibiotic resistance?

According to the World Health Organisation (WHO),‘Antibiotic resistance is one of the biggest threats to global health, food security, and development today.

Antibiotics are drugs used to treat infections. Antibiotic resistance occurs when the bacteria changes and adapts to the use of these medicines. As a result, this bacteria becomes antibiotic resistant. This makes the infections they cause to humans and animals more difficult to treat.

What’s the issue with antibiotics?

There is an increasingly high number of bacteria that is adapting to survive and resist these antibiotic drugs. This means the antibiotics drugs are losing their effectiveness to treat infections.

The more frequently we take antibiotics, the higher the chance the bacteria becomes resistance to them.

Overusing antibiotics and inappropriately prescribing the drugs are two of the major contributing factors to antibiotics resistance.

Implementing the antibiotics campaign

Antibiotic awareness posters and leaflets were placed in 4,696 GP surgeries that are part of IDS’s England WIS network. The antibiotics campaign was also hosted in multiple departments at 250 hospitals.

Over 5,000 Posters and 200,000 leaflets were placed and displayed across England for waiting patients.


Research findings from internal surveys taken after the campaign showed:

  • 88% of GP surgery staff had noticed the posters and leaflets in their workplace.
  • Patient engagement was high, with 15,000 leaflets being picked up every week in over 5,000 healthcare locations.
  • A further independent patient survey conducted in December showed 81% of patients had noticed the campaign.


So overall, the findings show that the antibiotics awareness campaign was well-received – and another successful healthcare communications scheme for IDS.  


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