Phase 3 Assets

UKHSA AMR Campaign Resources – Phase 3

This toolkit supports the third phase of UKHSA's Keep Antibiotics Working campaign and includes campaign information, suggested social media copy, and links to all campaign assets.

The resources also contain updated versions of the Phase 1 and Phase 2 posters, digital screens, social media and leaflets, featuring the new message: “Don’t use leftover antibiotics, return them to a pharmacy.”

In addition, a new suite of social media assets has been developed for Phase 3, including:

• A campaign hero video available in 16:9, 9:16 and 4:5 formats
• New static social media assets
• Animated GIF assets

Target audience: Adults aged 18–35, with a particular focus on males, people from Black and Asian British ethnic minority communities, and those within the C2DE NRS social grade.

The campaign forms part of wider efforts to raise awareness of antimicrobial resistance (AMR) and encourage the responsible use and disposal of antibiotics.