AMR Campaign: Andi Biotic

Antimicrobial resistance (AMR) kills 1.27 million people globally each year — more than HIV/AIDS or malaria. It's one of the world's most urgent health threats, yet few people know what they can do about it.

Enter Andi Biotic. UKHSA's in-house team created an unlikely hero: a cheeky, straight-talking mascot who interrupts people mid-antibiotic-mistake to set them straight. No lecturing. No fear tactics. Just wit, warmth, and a memorable character delivering life-saving information to the audiences who need it most. Our target — young adults aged 18–34 — are statistically more likely to misuse antibiotics but harder to reach with traditional health messaging. We needed to make a complex topic feel immediate, personal, and shareable. The results exceeded all expectations. Our hero video reached 211,000 organic views with 94% of viewers being non-followers discovering the campaign for the first time. Phase 2 saw engagement explode: saves increased by 2,308%, shares by 834%. Our paid media achieved a view-through rate of 34.8%, at a cost-per-thousand 160% below our media buying agency’s benchmarks. All of this was achieved in-house and on a minimal budget.