O&M helps COI curb use of antibiotics

Ogilvy & Mather has adopted a straight-talking approach in a new COI campaign aimed at reducing the unnecessary consumption of antibiotics.

Ogilvy & Mather has adopted a straight-talking approach in a new

COI campaign aimed at reducing the unnecessary consumption of

antibiotics.



The press and poster ads, which will break on 18 October, centre on a

character called Andy Biotic whose task it is to dispel the myth that

antibiotics cure all illnesses. In one execution, he tells a dripping

nose: ’Not my thing, know what I mean?’ In another, he says to a sore

throat: ’Can’t help you mate, get my drift?’



All the executions carry the strapline, ’Antibiotics don’t work on

colds’.



Longer copy then explains the medicine’s function more clearly.



The campaign will target mothers and the elderly through magazines aimed

at women and retired people, and through the national press. Posters

will be positioned near supermarkets and in pharmacy windows.



Media planning is through MindShare and buying through MediaVest. The

campaign was written by Roland Hafenrichter and art directed by Nils

Andersson.



The illustrations were by Barry Craddock.



’This campaign aims to change patients’ perceptions of antibiotics as a

generic ’cure-all’, so that they begin to appreciate why it is sometimes

appropriate to leave the surgery without a prescription,’ Richard

Pinder, managing director of O&M, said.



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