The UK Health Security Agency (UKHSA) is putting the spotlight back on antimicrobial resistance with the energetic return of its mascot, Andi Biotic, for World Antimicrobial Resistance (AMR) Awareness Week.
This year’s campaign brings a fresh twist, placing the red-and-white pill character in playful, disco-filled scenes designed to capture the attention of young adults – and drive home a serious message about AMR awareness.
Dr Alicia Demirjian, Consultant Epidemiologist and Clinical Lead for Antimicrobial Resistance and Prescribing at UKHSA, explained: “Antibiotic resistance is one of the biggest threats facing modern medicine, but the good news is we can all do something about it.
“We know young people want to make a difference, and that’s exactly what Andi Biotic is here to help with. Yes, Andi’s fun and energetic – you might even catch him doing a disco in your local pharmacy – but the message is serious.
“By taking antibiotics only when you need them and following your healthcare professional’s advice, you’re helping to preserve these life-saving medicines for everyone, now and in the future.”
The AMR threat
AMR occurs when bacteria, viruses, fungi and parasites evolve so that medicines, such as antibiotics, become less effective at treating infections.
As resistance grows, illnesses that were once easy to cure can become severe or even life-threatening. Common infections may require stronger treatments, longer recovery times and, in some cases, may not respond to available medicines at all.
AMR develops naturally over time, but misuse and overuse of antibiotics accelerate the process. When antibiotics are taken unnecessarily – for example, for viral infections like colds or flu – they expose bacteria to medicines they do not need, giving those bacteria extra chances to adapt and resist future treatment.
UKHSA’s campaign aims to make this complex issue more understandable and more urgent for the public.
Rising resistance fuels a fresh campaign
The relaunch follows new figures from UKHSA’s latest English Surveillance Programme for Antimicrobial Utilisation and Resistance (ESPAUR) report.
Published last week, the data reveals a 9.3% rise in antibiotic-resistant infections over the past year, with nearly 400 people in England diagnosed every week. These infections are often harder to treat and can lead to severe complications.
Rather than adopting a sombre tone, UKHSA is taking a creative, upbeat approach. Andi Biotic’s mission is simple: empower people to help keep antibiotics effective by using them correctly.
Andi Biotic hits the dance floor
This second wave of the Keep Antibiotics Working initiative places Andi in the everyday spaces frequented by young adults.
Collaborations with partners such as Amazon and Better Gyms will bring AMR awareness to office workers, gym-goers and online shoppers alike.
In vibrant visuals shared across UKHSA’s social media channels, Andi busts enthusiastic moves – whether on a pharmacy dance floor or in a lively office setting – while delivering key reminders about responsible antibiotic use.
Healthcare and science influencers will help amplify the message by showcasing Andi’s adventures to their followers.
Encouraging action through responsibility
At the heart of the campaign are three essential behaviours: avoiding antibiotics for viral illnesses, using antibiotics only when prescribed and exactly as directed, and never storing or sharing leftover medication.
UKHSA is also urging the public to take their commitment further by signing an Antibiotic Guardian pledge – an initiative that has already inspired more than 200,000 supporters.
With Andi Biotic leading the charge, UKHSA hopes to make AMR awareness both memorable and meaningful, encouraging a new generation to join the effort to keep antibiotics working for the future.
