Finalist
Don’t Take this the Wrong Way...: An Antimicrobial Resistance Campaign
by Hanover Communications on behalf of Pfizer and bioMérieux
Summary of work
Don’t take this the wrong way…
That’s it. Don’t take your antibiotics the wrong way.
The ”Don’t take this the wrong way...” campaign, developed by Hanover, effectively tackled the issue of antimicrobial resistance (AMR) through impressive engagement and awareness results.
Launched during the World Health Organization’s AMR Awareness Week, the campaign transformed AMR from an abstract threat into a pressing personal concern for key markets, the US, UK, Brazil, and beyond.
It achieved this by employing memorable messaging and real patient stories, which empowered individuals with clear calls to action and fostered a deeper emotional connection.
With a digital-first focus, the campaign achieved 17 million total impressions and over 100,000 engagements, leveraging strategic collaborations with micro-influencers and Patient Advocacy Groups to amplify its reach across social media channels.
The dedicated microsite, serving as a central hub for AMR information, attracted 66.6K views, highlighting strong audience interest and engagement.
Critically, 97% of the public intended to adopt responsible antibiotic usage behaviours, reflecting significant progress in shifting perceptions and contributing to combating AMR.
The campaign demonstrated the power of a digitally led social media strategy, providing valuable insights for future efforts in addressing significant healthcare challenges.
Judges’ comments
The entry from Hanover Communications, Pfizer and bioMérieux was a strong digital campaign with good outcome metrics and clear objectives. The results showed a well-planned thought process and the supporting material provided an excellent level of detail. There was an impressive use of channels within social media showing a different approach. The average time people spent on the website was impressive and the potential was clear.
