Emerald Group Publishing Limited
Copyright © 2000, MCB UP Limited
Databank. Department of Health wins plain English award
Department of Health wins plain English award
The award was won for the Department's leaflet Antibiotics - Don't Wear Me Out which explains why antibiotics are not an appropriate treatment for colds, most coughs and sore throats. The aim was to convey to the general public that antibiotics are designed to work against bacterial illnesses like pneumonia and meningitis and their use for viral infections is likely to build up resistance. The message behind the campaign strongly advises the public that if antibiotics are prescribed and used for viral infections this could do more harm than good in the long run. The £1.3 million advertising campaign has used press advertisements in national press and women's magazines, postcards in cinemas and health clubs, posters in pharmacies and supermarkets. Posters and leaflets were also distributed to GP sugeries, Age Concern and health authorities. The copywriter was Roland Hafenrichter of the advertising agency Ogilvy and Mather.