In a bold new move to protect one of modern medicine’s most vital tools, the UK Health Security Agency (UKHSA) has launched a digital-first campaign to champion antibiotic stewardship and combat the growing threat of antibiotic resistance.
With infections becoming harder to treat and the misuse of antibiotics still widespread – especially among younger adults – the campaign introduces a quirky new mascot, ‘Andi Biotic’, to challenge myths, spark conversation, and help preserve antibiotics for future generations.
Commenting on the initiative, Professor Dame Jenny Harries, Chief Executive of UKHSA, said: “Antibiotic resistance is impacting people every day in this country and is one of the biggest threats to our future health.
“But we can all help tackle the problem. Everyone, especially young people, has the power to help change this by following simple steps to take antibiotics correctly and only when they have been prescribed by a healthcare professional.
“This isn’t just for our own health – it’s about helping protect everyone in our communities and future generations.”
Targeting the misconceptions
The campaign comes in response to new UKHSA research revealing widespread confusion about antibiotic use.
While 42% of UK adults express concern about antibiotic resistance, more than half remain unclear on how to take personal action. Alarmingly, 26% believe there’s nothing individuals can do to help, and another 28% are simply unsure.
Andi Biotic aims to cut through the confusion, particularly among 18-34-year-olds. A pilot project launching across UKHSA’s social media and select GP surgeries and pharmacies, the campaign will use humour and relatable scenarios to tackle myths and reinforce essential behaviours.
Bringing antibiotic stewardship to life
Over the six-week campaign, Andi Biotic will pop up in everyday scenarios to challenge common misconceptions, like taking antibiotics for viral infections such as colds or flu — which they do not treat.
The character also reinforces key messages: only take antibiotics when prescribed, follow healthcare instructions precisely, and never save or share leftover medication.
These messages are especially vital for younger adults. The UKHSA survey found that 45% of this age group had taken antibiotics in the past year — compared to 33% of the wider population.
Even more concerning, nearly half (41%) had acquired antibiotics through unsafe or unregulated means, including abroad, online, or using another person’s prescription.
The stakes are rising
Antibiotic resistance, driven by misuse and overuse, poses a serious threat to global health.
Resistant bacteria are harder to treat, increasing the risk of severe illness, hospitalisation, and death. Infections, once easily curable, could become life-threatening if antibiotics lose their effectiveness.
By combining digital innovation with public health messaging, UKHSA hopes this fresh approach to antibiotic stewardship will engage a new generation and protect antibiotics for the future.
With Andi Biotic leading the charge, the campaign serves as a timely reminder: how we use antibiotics today shapes how well they work tomorrow.
