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Beat Bad Bugs: Winning competition entry for AHRC-funded anti-microbial resistance project

9 July 2018

Beat Bad Bugs is a winning competition entry developed by Design Science to improve knowledge and understanding of antimicrobial resistance within a community pharmacy space.


Our aim is:

to use design to persuade customers who are collecting antibiotic medication from Woodley Pharmacy to adhere correctly to their prescription, and to engage other customers into understanding why this matters.


The project is organised by the Department of Typography & Graphic Communication at the University of Reading and pharmacy chain Day Lewis. It is one of 11 related projects, which have been awarded funding totalling £2.2m from the Arts and Humanities Research Council.


Find out more at amrpharmacy.org



Window display visual render at Woodley Community Pharmacy.


The ‘persuaders’ team – life-size wooden cut-out storytelling characters illustrated by Stephen Collins.



Map of pharmacy showing characters positioned strategically so as to integrate with customers.



The characters will be built out of cut-out melanine-faced plywood.


Characters will encourage interaction through children’s activity sheets we are creating.


Each character will tell their own story about how they take their antibiotics.




Real pharmacists will hand out questionnaire cards to customers who will be asked to post them into a collection box next to the pharmacist cut-out character.



Information cards will be added to Beat Bad Bugs branded prescription bags, along with badges.


Responses from the questionnaires can be used to create static or dynamic information graphics.


At a second phase of the project we plan to make a short film to reach audiences beyond the physical pharmacy.