Protecting antibiotics for future generations

Antibiotic resistance (ABR), sometimes called Antimicrobial Resistance (AMR), is one of the biggest global crises the world faces. It occurs when bacteria no longer respond to antibiotics – meaning they are no longer effective in treating infections.

The results are infections that are extremely difficult or in some cases impossible to effectively treat and lead to the increased risk of disease spread, severe illness and even death – with ABR being the third leading cause of death globally, according to the World Health Organisation, and contributing to around 4.95 million deaths in 2019.

In 2012, we established the Global Respiratory Infection Partnership (GRIP). Its mission is to promote rational antibiotic use and an evidence-based pro-symptomatic approach to the management of respiratory tract infections.

GRIP recognises the imminent onset of the post-antibiotic era and has committed to:

• Consistent, sustainable evidence-based advocacy and intervention for rational antibiotic use and antimicrobial stewardship
• Formulating a framework for non-antibiotic treatment options for respiratory tract infections, such as sore throat, common colds, influenza and cough
• Facilitating multi-stakeholder commitment to antibiotic stewardship and rational antibiotic use.

Inappropriate antibiotic use in upper respiratory tract infections, such as sore throat, cough and common cold, is common in many countries and is a contributory factor to antibiotic resistance. In 2024, in a survey conducted by Reckitt and GRIP across 16 countries, 57% of respondents reported using antibiotics for respiratory tract infections at least once in the past six months.¹

Antibiotics are ineffective against colds and in the vast majority of sore throats and coughs because they are caused by viruses. Even those caused by bacterial infections are usually self-limiting, meaning they resolve within a week or two, hence managing the symptoms with products available in pharmacies or on the advice of doctors or pharmacists offers the most useful approach.  

But there is more we can do.

We’ve rolled out healthcare professional and consumer-facing antibiotic programs across 10 countries, including the United States, Poland, Romania, South Africa, Malaysia and Mexico, focused on education to prevent antibiotic misuse. This included implementing an educational video campaign in clinic waiting rooms across the United States which drove down antibiotic prescriptions by 3.46%.

Locally, we’re working in our markets to raise awareness through conferences, webinars and educational campaigns. In Poland, we’ve brought together the five leading key opinion leaders on the area of ABR and respiratory infection.  We also partnered with important national health institutions and patient foundations.

At Reckitt, our Powerbrands are tackling the threat of ABR head-on – creating solutions and products for our consumers that help treat the symptoms of sore throat, cough and common cold.

Strepsils: Sore throat solutions 

Our Powerbrand, Strepsils, has an important role to play in helping drive education and awareness on the importance of ABR and to champion the use of appropriate treatments for everyday respiratory conditions, and by doing so, preserve antibiotics for future generations.

When it comes to sore throats, however, antibiotics are often used unnecessarily and ineffectively to try to treat them. Antibiotics are not only ineffective against viruses, but their inappropriate use can also lead to the development of ABR.

With sore throat being such a common condition, it is important to know how to effectively manage the pain and discomfort. Over-the-counter (OTC) lozenges such as Strepsils can really help.

Strepsils lozenges are medicated to not only soothe and lubricate the throat but also relieve the painful symptoms quickly. 

Mucinex: Monster in waiting

Every year, more than 2.8 million ABR infections occur in the US and it is estimated that 35,000 Americans die as a result.

Mucinex took a stand to end antibiotic overuse and resistance to protect its future effectiveness. Mucinex created something that couldn’t be ignored – the Monster in waiting campaign.

Amber and Rex are the monsters in waiting. Made from over 900 pill bottles and over 2,000 paper prescriptions, Mucinex’s mission was to ‘Flip the ‘Script’ on antibiotic overuse, by going to the heart of the issue at urgent care clinics where overprescription is most common and raising awareness in waiting rooms.

Mucinex worked with clinics in key US states to provide the tools they needed to combat the problem – deploying at 3,250 doctors’ offices, reaching 29,000 healthcare providers and millions of patients in person and on social media.

Mucinex offered people a first-of-its-kind OTC prescription to protect their health and save them money on the Mucinex solution.

The campaign led to a decline in antibiotic prescriptions, Mucinex recommendations increased by 23% and brand recall jumped to 97% – the highest in the category.

For medical professionals wanting to read more about the GRIP and download our recent research, click here.

¹(STAR: Sore Throat and Antibiotic Resistance)