Government readying campaign to tackle growing concerns over antibiotic resistance
The government is set to launch a campaign to advise against the over-prescription of antibiotics as concerns over the development of drug-resistant superbugs becomes more pressing.
antibiotics
Public Health England, executive agency of the Department of Health in the UK, is seeking a creative agency to launch a new antimicrobial resistance (AMR) campaign as pressure mounts on governments across the world to take action against this “increasingly serious threat”, as outlined by the World Health Organisation (WHO).
Antimicrobial resistance threatens the effective prevention and treatment of an ever-increasing range of infections caused by bacteria, parasites, viruses and fungi, the World Health Organisation (WHO) said. To understand this more, watch this video:
The campaign will support government efforts to reduce “inappropriate prescribing of antibiotics”, the agency said, which is the cause of the rising global health concern. Activity will initially run in one region in England, nationally in year two and with the potential to shape international efforts, it added.
Sheila Mitchell, marketing director at Public Health England said: "Antimicrobial resistance is a serious global issue, and has been added to the government’s risk register - a clear indication of the threat it poses. Without decisive action, we could face a frightening future where everyday infections are no longer treatable with antibiotics.
"This is a challenging brief. We need an agency who can shape ground-breaking work, initially in England but with the potential to create a blueprint for behaviour change campaigns in the developed world."
PHE will be managing the pitch using the Crown Commercial Service roster.