Winner
Treat Yourself Better Without Antibiotics
Summary of work
Treat Yourself Better Without Antibiotics is a public health campaign to highlight unnecessary use of antibiotics for symptoms of winter ailments. The campaign is a strong example of the Government, healthcare organisations, healthcare professionals and commercial brands working together to improve patient health and ease NHS workload.
Research shows that people are not aware of the normal symptom duration of upper respiratory tract infections (URTIs) and so visit the GP typically after 4-7 days to seek reassurance, but also expecting an antibiotic prescription. The symptoms of URTIs account for 11.5 million consultations per year at a cost of £35.2 million.
The campaign educated the public on normal symptom duration and provided advice on what they could do to better treat themselves with pharmacy support to keep people out of GP surgeries and A&E. Consumer media relations activity generated 76 articles reaching over 400 million people. Over 20,000 people visited the website and the campaign logo featured on 18 stakeholders’ product television and print advertisements.
Post campaign consumer research showed the campaign reached 29% of the population (approximately 11 million) and generated a positive shift in behaviour with nearly half (47%) saying they now know exactly when it’s necessary to seek a GPs advice when suffering with cold and flu symptoms.
Judges’ comments
Treat yourself better was a clear and stand-out winner in this category, focusing on the importance of the role that patients have to play in asking for, and using, antibiotics. By clearly unifying both commercial and non-commercial organisations, including NICE and Public Health England, a significant proportion of the UK population were reached with both clear and consistent messages.
