M&C Saatchi aids launch of new Public Health England antibiotics campaign

M&C Saatchi has provided support for a new Public Health England that aims to raise awareness of the need to avoid unnecessary antibiotic prescriptions.

Entitled Keep Antibiotics Working, the campaign will run for eight weeks and will warn members of the public against using antibiotics when they are not needed, as this can lead to the development of highly dangerous drug-resistant superbugs, reports PRWeek.

The campaign will last long enough to coincide with the World Health Organization's World Antibiotic Awareness Week in mid-November, and comprises four major segments: advertising, social media, media relations and resources for GPs.

M&C Saatchi helped to create a flagship animated short for use as a TV ad, depicting anthropomorphic pills singing about the dangers of treating minor complaints with antibiotics.

Doctor and TV presenter Chris van Tulleken will be used as a spokesman, with doctors set to distribute pamphlets detailing alternative approaches to treating common ailments. The campaign will also be backed by outdoor advertising and social media activity.

Sheila Mitchell, Public Health England's marketing director, said: "We have carefully planned our media and are working with partners to ensure that we reach people at the relevant moment, when they are ill and more likely to request antibiotics."

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