Keep Antibiotics Working – 2018 Campaign

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PHE Keep Antibiotics Working Campaign 2018

https://campaignresources.phe.gov.uk/resources/campaigns/58-keep-antibiotics-working

On 23rd October 2018 Public Health England (PHE) will launch their national campaign across England to support the government’s efforts to reduce inappropriate prescriptions for antibiotics by raising awareness of the issue of antibiotic resistance and reducing demand from the public.

The campaign supports the government’s ambition to halve inappropriate prescribing of antibiotics in the UK by 2020.

The public have little understanding of the concept of antimicrobial resistance (AMR) and what it means for them. Research shows that inappropriate prescribing is, in part, due to patients expecting or demanding antibiotics, without understanding that they may not be effective for their illness. The campaign focuses on tackling this lack of understanding and reducing patient pressure for antibiotics.

The campaign’s key aims are:

  • Alert and inform the public to the issue of AMR in a way that they understand and increase recognition of personal risk posed by inappropriate usage
  • Reduce public expectation for antibiotics by increasing understanding about why they might not be given antibiotics
  • Support healthcare professional (HCP) change by boosting support for alternatives to prescription

Who is the campaign aimed at?

The campaign is aimed at all adults, with a particular focus on:

  • Women aged 20-45
    • as they tend to have primary responsibility for family health
  • Older men and women aged 50+
    • in particular those with recurrent conditions and high levels of contact with GPs

Campaign resources

The PHE marketing team will provide a range of  free campaign resources for HCPs to use with patients and for communication teams in the NHS and Local Authorities. The resources will include leaflets, posters, briefing sheets, waiting room screen messages and an engagement tool for prescribers.

All GP surgeries & community pharmacies across England, will automatically receive campaign materials.