Moxy Malone antibiotics campaign (North East England)
Also: Moxy Malone
Two winter mass media campaigns (early 2004 and 2005) in North East England in which the cartoon detective Moxy Malone explained when antibiotics are and are not needed. Printed materials and, in some areas, professional education supported it.
- Years
- 2004–2005
- Country
- United Kingdom
- Topic
- Infectious disease
- Asks people to
- Stop
- Strategy
- MascotSimple instruction
- Channel
- Clinical settingOutdoorPrintTV
- Audience
- CliniciansGeneral public
Evidence
Quasi-experimentalPositive
Retrospective controlled before-after study against matched populations in the North of England: 21.7 fewer antibacterial items per 1,000 population over the winter months, a 5.8% absolute reduction; other local interventions were incompletely recorded, so attribution is uncertain (Lambert 2007).
Sponsor (who paid)
- NHS primary care trusts in North East England (character created at South Tyneside PCT) Foreign government, funder and creator
Credits (who made it)
Not recorded yet.
Related campaigns
- Les antibiotiques, c'est pas automatique 2002–now
- Antibiotic Guardian 2014–now
- Get Smart Colorado 2002–2003
Sources
- Lambert MF, Masters GA, Brent SL. Can mass media campaigns change antimicrobial prescribing? A regional evaluation study. J Antimicrob Chemother 2007;59(3):537-43 evaluation · 2007 · DOI 10.1093/jac/dkl511 · PMID 17283035
Research notes
Created 2026-10-22 by OpenAlex literature mining (openalex-deep pass); evidence level, outcome and findings are paraphrased from the evaluation abstracts, full texts not read. No credits: no page naming an agency was checked. Creator details (illustrator Steve Donald with South Tyneside PCT; Metro posters, leaflet, 30-second TV ad) come from a search-result summary of a self-published page, not opened; treat as unverified.
Record cases/uk-moxy-malone.json, updated 2026-10-22· Link to this campaign