Antibiotic resistance is one of the biggest global threats to health. It’s estimated that antibiotics resistant superbugs will kill more than cancer by 2050. That's why we're working with healthcare professionals in Leeds to develop a campaign called Seriously Resistant to raise awareness of antibiotic resistance, help educate people about what they can do and encourage them to take action.
We’ve been developing Seriously since 2016, adapting it each year in response to insight and data, and working with our target audiences to make sure our messages are right. So far, we’ve targeted
- High prescribing areas of the city
- Older people and families with young children
- Healthcare professionals
The pandemic meant that we’ve taken a break from campaign activity for a couple of years, but it’s coming back in 2022. This year, we’re focusing on high prescribing areas and especially communities within those areas where language barriers or different approaches to healthcare and medicines may be affecting antibiotic use. We’ll also be working with primary schools on Seriously activities for children and resources for parents.
The campaign has already been adopted in Durham, Sunderland, Tyneside, Wales and Calderdale, and other areas in West Yorkshire will be coming on board later this year.
For the latest information, please visit the Seriously Resistant website.