Resistance to antibiotics is one of the greatest threats to human health according to the World Health Organization (WHO). WHO’s mandate is to stop and potentially reverse the current upward trend in antibiotic resistance. In support of this mandate, the Government of BC, together with the federal government, wanted to educate the public about the misuse and proper use of antibiotics.
BC Center for Disease Control had a previous campaign directed to kids "Do Bugs Need Drugs" which left adults out of their target audience. The agency was asked to create a campaign that could speak of a serious topic to adults without making it too complex to people to relate to.
Latitude developed a BC-wide ‘Be Antibiotic Wise’ campaign that included television, Google, online and transit advertising. To support the campaign, an ‘Antibioticwise.ca’ website was developed that included a comprehensive range of information and resources about antibiotics.