The Kennel Club Charitable Trust

Stark Truth Behind Health Charity’s New Family-Friendly “Beat The Bugs” Animation

The Kennel Club Charitable Trust (KCCT) has provided funding to The Bella Moss Foundation to help launch a new animated video to explain the threat of antimicrobial resistance (AMR) to children and families to mark the start of World Antibiotic Awareness Week.

World Antibiotic Awareness Week is an annual awareness campaign run by the World Health Organisation, this year running from November 14-20. It also features European Antibiotic Awareness Day, which falls on November 18 every year.

Meanwhile, The Bella Moss Foundation deals with the fallout from antibiotic resistance every day.

While AMR figures in pets and livestock are not as easy to collate as human infection figures from the NHS, the charity knows first-hand that these infections happen in pets. It runs a support service for human and animal clinicians and pet owners battling AMR infections and receives at least 30 calls every week.

As a charity set up by a grieving pet owner, for other members of the general public, The Bella Moss Foundation is passionate about the need for more awareness around AMR – and has created a simple family-friendly video to help.

Charity founder Jill Moss said: “The threat of AMR isn’t news to doctors, pharmacists, dentists or vets, but it also isn’t going away.

“In 2015, AMR was recognised as the potential source of a future civil emergency on the Government’s national risk register, and earlier this year, the former Prime Minister’s Review on AMR said if we don’t act, by 2050 we could see 10 million global deaths every year caused by superbugs.

“That same report also said a real effort was needed to raise public awareness of AMR.”

There are brilliant initiatives going on aimed at convincing professionals to prescribe responsibly, and The Bella Moss Foundation is a keen, long-standing supporter of Public Health England’s Antibiotic Guardian campaign.

“But there’s always more we can do to get the message across,” Jill said.

“AMR is here, people and animals die from it every day, and if we don’t start to appreciate the problem and listen to medical practitioners about protecting these drugs, then millions more will die. It’s up to all of us to make sure they don’t.”

The Bella Moss Foundation’s new one-minute “Beat The Bugs” video is aimed at children and families and stars a mass of multiplying, resistant bugs, and outlines how we can all do our bit to stop them from eliminating our antibiotics.

Jill said: “It’s a simple video but we want as many people as possible to share it with their friends and families – the message really is simple, together we can ‘beat the bugs’.”

Dawn Howards, chief executive of the National Office of Animal Health, who helped fund the animation alongside the Kennel Club Charitable Trust, said: “We welcome this innovative initiative to raise awareness. Better understanding of AMR in humans and animals and the important role of antibiotics is vital for all of us to ensure the future effectiveness for our children and pets”.

To view the Beat The Bugs video, please visit https://www.youtube.com/watch?v=M5nTar7pU9Y