Life share one of their latest projects with Advertising Health
Antibiotic resistance is gaining increasing attention in the media. “Antibiotics are losing their effectiveness at a rate that is both alarming and irreversible” according to the UK’s Chief Medical Officer.1
Acknowledging the threat that antibiotic resistance poses to modern health, European Antibiotic Awareness Day aims to draw Europe-wide attention to the problem and encourage responsible use of antibiotics.2
In the run up to European Antibiotic Awareness Day on 18 November 2013, an unusual project took place at the Royal Holloway University of London in collaboration with Galderma UK Ltd. The ‘fight bac’ campaign, facilitated by Life Healthcare Communications, aimed to help spread the word about the global problem of bacterial antibiotic resistance, and in particular how it is affecting treatment of acne.
After months of groundwork, microbiologists at the School of Biosciences at Royal Holloway set up 50 large petri dishes and spread them with bacteria samples. Life set up cameras at the university to capture the growth of bacteria over 4 days, and posted updates every few hours on a live growth blog on the fight bac website. Mailers and fliers were distributed to alert healthcare professionals and university students to the initiative.
The whole process was filmed from start to finish. Watch it take place and see what finally emerged at http://www.fight-bac.com.
References
- BBC news 16 November 2012 http://www.bbc.co.uk/news/health-20354536. Accessed January 2014.
- http://ecdc.europa.eu/en/EAAD/Pages/AboutTheDay.aspx. Accessed January 2014.
