UKHSA launches new AMR awareness campaign

The UK Health Security Agency (UKHSA) has launched a new campaign to help increase awareness of antimicrobial resistance (AMR).

Targeted at younger adults, the campaign aims to build support for the behaviours that will help keep antibiotics working. Over the course of six weeks, the character ‘Andi Biotic’ will be popping up to make sure people are taking antibiotics in the right way.

Healthcare professionals, including community pharmacy teams, are being asked to help spread word of the campaign, using UKHSA’s campaign communications toolkit. The toolkit contains supporting materials such as static visual assets and GIFs for social media, suggested social media copy, and printable posters and leaflets. All materials, including the toolkit, are also available on the Campaign Resource Centre.

Community pharmacists and their teams have been contributing to efforts to combat AMR for several years and the sector has worked hard on its involvement in antimicrobial stewardship activities, including through the Pharmacy Quality Scheme (PQS). This year’s PQS includes the completion of a national clinical audit focused on antimicrobial stewardship within the Pharmacy First service.

A complementary blog exploring AMR and how healthcare professionals can help to combat has also been published on the UKHSA website.