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